SOLO FLIGHT: Touting itself as a “modernist metropolitan” brand, G-Star Raw has tended to avoid conventional choices for its ad campaigns, favoring nonconformists like the late Dennis Hopper and chess player Magnus Carlsen as its public faces. For its fall ad campaign it’s selected actor-musician, and recent L’Uomo Vogue feature subject, Caleb Landry Jones. Already in Cannes for the premiere of Brandon Cronenberg’s “Antiviral,” in which he’s featured as Syd March, Jones, born and raised in Texas, was conveniently nearby when the Dutch denim brand opened a store in the French coastal town Tuesday.

G-Star brought its traveling Denim Museum to Cannes for the opening and sponsored one of its acclaimed pop-up fashion shows. Anna Calvi gave an acoustic performance and DJ Jean-Benoît Dunckel performed in-store with his new project, Tomorrow’s World.

This story first appeared in the May 23, 2012 issue of WWD. Subscribe Today.

As he has done for recent G-Star campaigns, including ads for spring featuring Clémence Poésy and Vincent Gallo, photographer and filmmaker Anton Corbijn will be shooting the fall flight. But fans anxious to learn the identity of the female face of G-Star for fall will have to be patient. Her identity won’t be revealed until G-Star heads to Berlin for the Bread & Butter show in July.

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