G-star Raw’s latest Autumn/Winter 2015 campaign is reminding us all that jeans are the one garment that we truly wear our own way. It is all about finding your denim soul mate. Drawing inspiration from the ‘swipe left, swipe right’ features of popular dating app Tinder; the brand has immortalised the optimised tool that allows you to find your perfect denim match.
The tool ultimately aims at taking the guesswork out of selecting denim and simplifying the online shopping process. It poses the question “How do you wear yours?”. The mobile and desktop friendly process can take less than a minute, providing customers with a series of 17 images that will eventually lead you to the perfect pair.
The launch of the app also coincides perfectly with the release of the retailer’s latest collection and campaign. G-Star Raw welcomes back reputable fashion photographer, Ellen von Unwerth. “G-Star has always been on the raw, spontaneous, kind-of-young and wild side – my work fits them in that way”, says von Unwerth. It seems the pairing is a perfect match in itself. The military inspired and monochromatic style images seamlessly encompass the brand’s raw, edgy attitude.
Paying homage to the collections inspiration – “Jeans connect us all”, the G-Star Raw campaign combines familiar faces of the brand and emerging models. This includes Von Unwerth’s muse Camilla Christensen, who was previously featured in G-Star’s Spring/Summer 2015 campaign. Also included is NY Times dubbed ‘ones to watch’ Liam Gardner and Karmay Ngai, New Zealand’s Eden Bristow, artist/ model Sang Woo Kim and singer/songwriters Michael Sharp and Zanna van Vorstenbosch.
Matchmaker Matchmaker…Find me some denim.
Whether you like them tight, light, high, low or loose, the denim matchmaker will reveal your true match. The G-Star Raw collection is now available in stores. Check out the full range online.