CANNES, May 25, 2012/ — In the grand tradition of naming and launching ships, and perhaps a play on for the metaphoric use of “flagship” when describing the highest profile retail outlet, American actor Caleb Landry Jones and English singer-songwriter Anna Calvi broke a glass of champagne to launch the new G-star store in Cannes.

Held during the height of the 65th Cannes Film Festival, and in front of celebrity guests and the media, Caleb Landry Jones and Anna Calvi pulled the lever in a specially designed plexiglass box to break the bottle of champagne inside it signifying the formal opening of the G-Star store.

Foregoing the traditional ribbon cutting, this “breaking” of the glass of champagne brings to the spotlight how G-Star thinks outside the box.

After the “christening” English singer-songwriter Anna Calvi performed to a very enthusiastic crowd.

Young rising American actor Caleb Landry Jones (X-Men: First class and Antiviral) will feature in the Autumn/Winter 2012 campaign shot by photographer Anton Corbijn.