Breathing new life into its jean collections, G-Star RAW presents its latest campaign titled “The Hardcore Denim,” utilizing world-class tap dancers to embody the brand’s ethos.
World Tap Champion Kamira Samuel is joined by first-class Broadway performer Lee Howard in a riveting movement performance, captured exclusively for G-Star and choreographed by Jack Evans. The goal of the campaign is to emphasize the brand’s hardcore denim collection in a rhythmic and multi-functional way, showcasing collection items such as a boxed-denim workwear shirt with contrasting indigo sleeves and ribbing, dark denim wide-legged trousers and panel-pocket two-layer jeans with large side-zip detailing.
“Raw” staples including a bomber jacket and snapback cap also make a campaign appearance, while collection highlights include the brand’s “Grip 3D Tapered” pant and “3D PM Straight Tapered Cargo” pants.
The brand’s ethos of innovation, sustainability and creativity is being brought to life via inspiration from the urban tap movement, creating a perfect synergy of dance, music and denim. Speaking on the campaign, Evans says, “The simple premise of two characters in separate locations communicating transcendently through rhythm gives a contemporary lens for us to view tap dance in its rawest, most natural form.”
The “Hardcore Denim” campaign releases today, with access available on the G-Star website.
In other denim news, the new Air Jordan 1 Mid receives the stonewash treatment.
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