G-Star Elwood X25 Campaign: Pharrell Williams’ New Printed Jeans For G-Star Raw

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Pharrell Williams’ G-Star Elwood X25 campaign.

A year ago, DM Fashion Book reported that Pharrell Williams was a new co-owner of G-Star Raw (see it here) and he hosted a cocktail party in celebration of the 5th Avenue store grand opening (see it here).

In the latest news, Williams came up with 25 prints for his first collection since becoming G-Star‘s head of imagination.

For his first collection for G-Star Raw since assuming the title of head of imagination and co-owner, he focused on printed denim. The lineup is called G-Star Elwood X25 and consists of men’s and women’s Elwood jeans in 25 different prints. One example is the bright red plaid print, which Williams models himself alongside Dutch model Marte Mei van Haaster in the collection’s campaign.

Williams wanted to focus on a wide array of prints because “what’s most important right now is individuality.”

The jeans are designed using G-Star’s 3-D technology. The campaign was conceived by Ronnie Cooke Newhouse, shot by Lukas Wassmann
 and styled by Mel Ottenberg.

The collection launches today Monday (Feb. 6) at Dover Street Market in London, and Colette in Paris with a limited selection of prints. The full 25 prints will be available globally Feb. 16 in stores and online.

Photos Credit: Lukas Wassmann

Source: WWD

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Donovan is the CEO and Editor-In-Chief of www.dmfashionbook.com. For all general inquiries please email don@dmfashionbook.com Donovan has a BA in Journalism & Media Studies from the prestigious Rutgers University. He's currently studying entertainment and fashion law.