Cara Delevingne has become the face of the new G-Star RAW Hardcore Denim campaign.
Introducing the brand’s new FW22 denim collection, the accompanying campaign film sees the model, actress and singer pose in denim as a super-imposed giant in an unidentifiable metropolitan city.
Developed by agency The Family Amsterdam, the campaign intends to showcase the ways G-Star RAW goes against the grain of convention in the denim fashion industry.
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The brand reportedly chose Delevingne to front the promotion because she has “proven herself to be a true original, through her rebellious outspoken character and her ability to show different aspects to her personality.”
“Cara is someone who’s hard to pigeonhole. She’s one of the best models in the world. Next to that, she’s an actress, writer and singer with a unique character. She lets no one tell her what to do. Just like G-Star,” G-Star chief marketing officer, Gwenda van Vilet, said.
The fashion retailer has previously collaborated with the likes of Magnus Carlsen, Pharrell Williams, Max Verstappen and Snoop Dogg in the past.
The Family Amsterdam founder and executive creative director, Joris Kuijpers, added: “The new collection shows once again that G-Star is a brand that goes its own way and is not necessarily guided by codes or conventions. That’s why we let go of rules and logic for the campaign. In the campaign, there are no fixed dimensions and contradictory gravitational forces.”
