G-STAR launches Anatomic Denim, a daring new transfer that merges design innovation, visible storytelling and artwork into one cohesive assertion. Conceived across the anatomy and motion of the human physique, ideas central to the denim model since the introduction of the G STARElwood in 1996. The challenge spans three pillars: a new denim assortment, a international marketing campaign by Jordan Hemingway, and an artwork set up in the kind of a monumental Anatomic Denim Gorilla by Darwin, Sinke & van Tongeren.
The Marketing campaign: Motion in Its Purest Type
On the coronary heart of Anatomic Denim is a cinematic and photographic marketing campaign by cult director and photographer Jordan Hemingway, famend for his visceral fashion and collaborations with Gucci, Prada, and Maison Margiela. The imagery options athletes from gymnastics, pole dancing, biking, and calisthenics, however with all their regular equipment eliminated. No rings, no pole, no bike. What stays is the human physique in movement, clad in denim, engineered to maneuver with it.
“From the very first name, I knew this one could be particular”, says Hemingway. “G-STAR is a model with actual heritage however what makes them thrilling is their urge for food for reinvention and boundary-pushing. This challenge was exhilarating in each sense, stuffed with inventive and technical challenges that demanded invention. Working intently with their workforce to resolve them wasn’t simply rewarding — it was a pleasure.”
The Product: Anatomic Denim
Designed to observe and improve the physique’s pure kind, the brand new Anatomic Denim vary is the subsequent evolution of G-STAR’s pioneering strategy to suit and development. The Contor presents a futuristic tackle the Arc, outlined by architectural strains and a sculpted match. The Kitoh pushes anatomy additional, with engineered seams that hint musculature to emphasize form and movement. Lastly, the G-STAR Elwood — the unique icon — is reimagined for 2025 with refined anatomical tailoring.
“Anatomic Denim is the subsequent step in G-STAR’s denim evolution, designing not only for the physique, however with it in thoughts,” says Gwenda van Vliet, Chief Model Officer at G-STAR. “Merging our 3D legacy with artwork, science and craftsmanship, we deliver denim to life in a uncooked, expressive, unmistakably G-STAR manner.”
The Artwork: The Denim Gorilla
Finishing the challenge is The Denim Gorilla, a 3.5-meter sculpture created with Darwin, Sinke & van Tongeren, celebrated for his or her mastery of fantastic taxidermy. Solely crafted from denim, the piece explores anatomy and construction on a monumental scale. It’s now on show on the Artwork Zoo Museum in Amsterdam and has taken center-stage throughout Amsterdam Vogue Week and CIFF Copenhagen.
Shot by famend filmmaker Jordan Hemingway, the marketing campaign options 4 athletes: a gymnast, a pole dancer, a bicycle owner, and a calisthenics performer, every with out their regular equipment. What stays is anatomy in movement. And denim, constructed to maneuver with it. View the video under.
The Anatomic Denim assortment is accessible from September 23, 2025, with costs starting from EUR 119.95 to EUR 300 at choose retailers and at g-star.com.
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