G-STAR Unveils Dynamic "Anatomic Denim" Collection

G-STAR's Anatomic Denim project presents a comprehensive creative vision in product, campaign, and art, featuring a sculpted new range alongside a raw cinematic campaign directed by Jordan Hemingway.

G-STAR introduces Anatomic Denim, a daring initiative that integrates design innovation, visual narrative, and artistry into a unified expression. Founded on the anatomy and dynamics of the human body, ideas that have been fundamental to the denim brand since the launch of the G STARElwood in 1996. The project encompasses three components: a new denim collection, a global campaign orchestrated by Jordan Hemingway, and an art piece including a monumental Anatomic Denim Gorilla by Darwin, Sinke & van Tongeren.

The Campaign: Movement in Its Purest Form

Anatomic Denim features a cinematic and photographic campaign by acclaimed director and photographer Jordan Hemingway, celebrated for his visceral aesthetic and partnerships with Gucci, Prada, and Maison Margiela. The imagery depicts athletes from gymnastics, pole dance, cycling, and calisthenics, without of their customary apparatus. No rings, no pole, no bicycle. The human body in motion, adorned with denim, is designed to move in harmony with it.

“From the initial call, I recognized this one would be exceptional,” states Hemingway. G-STAR is a brand with genuine pedigree, however its allure lies in its eagerness for reinvention and innovation. This project was exhilarating, encompassing numerous creative and technical hurdles that required innovation. Collaborating intimately with their team to address these issues was not merely gratifying – it was a delight.

Anatomic Denim

The new Anatomic Denim collection is engineered to conform to and augment the body's natural shape, representing the latest advancement in G-STAR's innovative methodology regarding fit and manufacturing. The Contor presents a modern interpretation of the Arc, characterized by architectural lines and a sculpted silhouette. The Kitoh advances anatomical design with designed seams that delineate musculature to accentuate form and movement. The G-STAR Elwood, the original icon, is reinterpreted for 2025 with enhanced anatomical fitting.

“Anatomic Denim represents the next phase in G-STAR’s denim progression, crafted not merely for the body, but with its dynamics considered,” states Gwenda van Vliet, Chief Brand Officer at G-STAR. “By integrating our 3D heritage with artistry, science, and craftsmanship, we animate denim in a raw, expressive, and distinctly G-STAR manner.”

The Artwork: The Denim Gorilla

The Denim Gorilla is a 3.5-meter sculpture completed in collaboration with Darwin, Sinke & van Tongeren, renowned for their expertise in excellent taxidermy. The sculpture, wholly constructed from denim, examines anatomy and structure on a grand scale. It is currently exhibited at the Art Zoo Museum in Amsterdam and has been featured during Amsterdam Fashion Week and CIFF Copenhagen.

Directed by noted director Jordan Hemingway, the ad showcases four athletes: a gymnast, a pole dancer, a biker, and a calisthenics performance, each without of their customary equipment. What persists is anatomy in motion. Denim, designed for mobility.