“What’s underneath” – that is the real definition of “Raw” according to Pharrell Williams. The rapper, producer, designer and now G-Star’s Head of Imagination, has added his sizable creative talents to the latest F/W16 RAW collection from the Dutch clothing brand.
Known for its bold and innovative approach to manufacturing its products, G-Star enlisted the star power of Pharrell to get to the heart of the concept fuelling its new collection: What is Raw?
To answer the question, the campaign looks to tell the story of what exists beneath the surface of the brand itself: the people that make it, their craft, and the spaces they occupy. The campaign video shows real footage of what goes on at the G-Star factory and climaxes in the establisment of a RAW Family Portrait (see banner). The people who make the brand. That is what’s raw.
