G-Star has recently launched its latest brand campaign featuring none other than the Grammy award-winning and Afro-Fusion sensation, Burna Boy. This Nigerian superstar joins the ranks of previous brand ambassadors like Pharrell Williams, Snoop Dogg, and Cara Delevingne, adding his unique flair to the mix.
Burna Boy’s influence extends beyond his music, as he is also known for his impeccable fashion sense. This makes him a perfect fit for G-Star, as both the artist and the brand are constantly reinventing themselves and blazing their own trails.
The collaboration’s video showcases Burna Boy’s latest track, “On Form,” and was filmed in the vibrant city of London. Directed by the highly acclaimed Dave Meyers, who has worked with renowned artists like Kendrick Lamar, Travis Scott, and Billie Eilish, the video captures the essence of Burna Boy’s infectious rhythm.
The video’s black-and-white aesthetic pays homage to G-Star’s rich creative heritage while adding a contemporary twist. It features Burna Boy’s talented dance crew, who mesmerize viewers with their unique ‘stomp’ dance, spreading the artist’s rhythm throughout the city.
“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 music, which is very close to our heart” says Gwenda van Vliet, CMO at G-Star.
Burna Boy himself expresses his deep connection with denim, stating that it is not just a fabric but an extension of his identity. He compares it to his music, describing it as personal and a dialogue between himself and his inner self. He praises G-Star for understanding this connection, as they are not about following trends but rather challenging norms, just like him. Their partnership goes beyond fashion, focusing on pushing boundaries and embracing authenticity.
As part of the collaboration, G-Star has designed two limited edition looks specifically for Burna Boy. These premium Japanese denim outfits include an ultra-long denim military coat paired with a relaxed version of the iconic Elwood jeans. Additionally, there is a hooded sleeveless statement jacket with matching loose jeans. Completing the utilitarian looks are the brand’s new leather Benson Lea Boots.
The G-Star SS24 Collection
The collaboration between G-Star and Burna Boy is truly a match made in denim heaven, combining the artist’s unique style and the brand’s commitment to pushing boundaries. This partnership not only celebrates fashion but also embraces individuality and authenticity, creating a powerful connection between the artist and his fans.
Burna Boy’s dance crew showcases the Spring 2024 collection in the video, which offers a variety of new styles and durable essentials. The collection combines utilitarian influences with strong silhouettes, incorporating technical details. It introduces two new jeans fits: The Bowey, a 3D women’s style designed as the ultimate boyfriend fit, featuring a twisted back panel, artfully bowed leg, and loose feel. The Lenney highlights the return of the 70s with its low-rise and boot-cut design, featuring a slight opening from the knee. To commemorate the campaign, G-Star introduces a range of monochrome graphic tees with a unisex fit, crafted from 100% organic cotton.
