BOTTOM’S UP: G-Star Raw has caught consumers’ attention with ads built on canine skeletons and collaborations built on sustainability, like its work with Pharrell Williams on “Raw for the Oceans.” For its spring ad campaign, the Netherlands-based premium denim brand could be said to be taking its message in a slightly more conventional direction, featuring black-and-white photographs shot in Paris by Ellen Von Unwerth in a campaign that kicks off in March with a topless model hoisting her jeans-clad bottom into the air.

The campaign seeks to close the gender gap at G-Star, where women’s remains less than a third of the business, but Shubhankar Ray, global brand director, sees it performing several other functions, including reasserting the denim heritage of the brand, which celebrated its 25th anniversary last year.

“Every few years, you have to shake it up,” said Ray. “And especially in the last two years, there’s been so much talk about denim going down. It seemed like a good time to have a bit more fun, get a little more sexy, and celebrate jeans, which are certainly the most democratic garment on the planet.”

There’s no suggestion of a backing away from the sustainability issue – Ray said the company’s use of sustainable materials is up to 21 percent, according to a recent audit — but rather a desire to “future-proof” the brand. The new campaign will include a hashtag call-out — #tightorwide — as G-Star looks to activate a more vigorous online conversation among its followers.

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