Innovative denim brand G-Star RAW has partnered with legendary photographer Ellen von Unwerth on their Spring 2015 campaign that launched in early February.
With an affinity for denim and the female subject, von Unwerth was a natural choice stating, “G-Star has always been on the raw, spontaneous, kind-of-young-and-wild side – my work fits them in that way.”
The campaign’s first image depicts vun Unwerth’s signature style featuring an inverted-posed model in a black and white image wearing a signature style of jeans from the spring collection.
A return to the brand’s roots, G-Star RAW’s campaign embraces jeans as an individualistic garment people truly wear their own way. Offering a diverse range of styles and fits from skinny to loose, raw to distressed, dark indigo to chalk white, and timely to timeless, G-Star RAW prides itself on offering “the perfect jean for every body.”
The brand also hopes to curate a digital conversation by introducing an official campaign hashtag #tightorwide. This hashtag will ultimately fuel the feud between the current trend for all things baggy and the beloved skinny jean by encouraging people to voice their opinion about how they wear their jeans.