What is RAW?

G-Star RAW presents Pharrell-headed family portrait.


International denim superpower G-Star RAW has just revealed its fresh autumn/winter campaign.

While the new ‘Head of Imagination’ and co-owner Pharrell Williams can be found at the centre, the campaign even so focuses on the brand’s wide and diverse spectrum of creators, crediting the people and the effort behind the product.

The family portrait embodies just one layer of a multi-dimensional campaign that depicts “RAW” as a verb and an indefinable feeling, rather than just a label. Glamcult can’t wait to see where the brand will go from here. If anything, Pharrell has our hopes us!

“I believe they will be the definitive jeans brand of the 21st century. I am looking forward to be part of that mission and to co-create G-Star’s future…”


Tune into the campaign:


Related Articles