G-Shock unveiled its newest watch designs last week with a big-wattage event targeting Millennial men.This year, the Casio-owned watch firm celebrates its 35th anniversary — a milestone marked by the 100 millionth timepiece sold in G-Shock’s history.To drive longevity and a continued stream of young consumers, G-Shock recently partnered with collaborators tied to various elements of culture: fashion, music, art and social media.Explained senior executive managing officer Shigenori Itoh: “We are always trying to touch a young audience through music, sport, art, fashion and culture — expressing everything through social network sites. We are trying to make G-Shock stronger and stronger to keep this brand position — we are always evolving our technology, material or display. We are always trying to grab a young audience’s mind, and we are always trying to catch a new audience.”Itoh noted that for the past five years, the brand’s sales have grown by “double digits,” although due to various socioeconomic reasons, 2017 sales are likely to fall even with last year.To target a young audience and rope in new consumers, G-Shock rented the Theater at Madison Square Garden to host a performance by members of A$AP Mob, with a DJ set by Virgil Abloh. There, G-Shock founder Kikuo Ibe unveiled a prototype for the brand’s forthcoming sapphire crystal watch. The company also announced a new design in its Master of G line, which utilizes solar GPS technology to connect to a G-Shock app.The intention was for images, videos and media materials from the event to circulate internationally — drumming a buzz for the timepiece company.Additionally, G-Shock has recently collaborated with a suite of influential creatives who have lent their individual taste to the company’s rugged sports watches.Robert Geller, who has an ongoing collaboration, said of the brand: “I love G-Shock, when I was a teen it was the watch I wore. I had it in bright yellow. It was just one of those brands that was a part of my life growing up. Then we started talking about the possibility of an inclusion in our runway show. The brand has grown up, but it’s still at the intersection of youthful skate culture."Street artist Eric Haze, who began his collaboration with G-Shock nearly 20 years ago, said of the label: “I think over the last 10 years we have really seen a lot of growth — not only from the brand itself, but from its extensions into art, music and fashion. They have not strayed far away from brand identity; they’ve built on a strong foundation. Generally speaking, we’ve seen a lot of brands chase trends and chase markets — if you do that for too long, you lose a core identity.“Especially in the last 10 years they have made concerted efforts to extend the brand outside of simply watch culture, and have brought in collaborations with people like myself to help shape the identity and develop new takes on watches. I think this relationship itself speaks for G-Shock’s ability to take risks beyond simply a watch market.”
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.