An accompanying video, shot by esteemed director Dave Meyers, portrays the star in London in black and white, paying homage to G-STAR’s creative legacy, where on-screen visuals mirror the Amsterdam-based label’s raw denim deep indigo hue. The campaign film captures Burna Boy and his dance crew performing his single “On Form,” while the singular ‘stomp’ spreads his infectious rhythm through the city.
Burna Boy is known for his distinct style, which often incorporates denim with workwear pieces and American football-style jerseys. The collaboration with G-STAR fuses the worlds of music and art, with denim as the connecting thread, a universal wardrobe staple that moulds and morphs with the personality of its wearer.
The two brands have worked on a “Double Denim Edit,” comprising two limited-edition, premium Japanese denim looks, making use of an ultra-long denim military coat combined with a relaxed take on the Elwood jean. The video showcases pieces from the collection worn by Burna Boy’s dancers, who don durable, workwear-inspired pieces where G-STAR’s durability is front and centre.
Gwenda van Vliet, Chief Marketing Officer for G-STAR saw the collaboration as a way for the brand to further connect to youth culture. “We are proud to continue our legacy in working with the world’s biggest inspirational icons. Burna Boy is one of the most innovative artists of our time and the embodiment of today’s youth culture, challenging the norm in both style and arts, which is very close to our hearts.”
Speaking on the collaboration, Burna Boy stated “Denim isn’t just fabric; it’s an extension of who I am. Like my music, it’s personal, a dialogue between me and myself. Every stitch, every fade tells a story. G-STAR gets that. They’re not about following trends; they’re about challenging norms, just like me.” He goes on to say “Our connection goes beyond fashion; it’s about pushing boundaries and embracing authenticity. So, why not ride the wave with G-STAR? It’s a match made in denim heaven.”
The Burna Boy x G-STAR campaign solidifies the denim brand’s wider cultural footing, which has seen the label collaborate with musicians such as Pharrell and Snoop Dogg, as well as esteemed fashion photographers including Ellen von Unwerth. It has been committed to the craft of culture and denim since 1989 and is driven by creativity, which has led to the brand carving its own unique path.
Main image credit: G-STAR ©
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