G-STAR’s Anatomic Denim: A Complete Creative Vision In Product, Campaign And Art.

G-STAR

G-STAR launches Anatomic Denim, merging design innovation, visual storytelling, and art into a bold statement the revolves around the anatomy and movement of the human body.  These are principles central to the denim brand since the introduction of the G-STAR Elwood in 1996. The project spans three pillars: a new denim collection, a global campaign by Jordan Hemingway, and an art installation in the form of a monumental Anatomic Denim Gorilla by Darwin, Sinke & van Tongeren.

The Campaign: Movement in Its Purest Form

At the heart of Anatomic Denim is a cinematic and photographic campaign by cult director and photographer Jordan Hemingway, renowned for his visceral style and collaborations with Gucci, Prada, and Maison Margiela. The imagery features athletes from gymnastics, pole dancing, cycling, and calisthenics, but with all their usual apparatus removed. No rings, no pole, no bike. What remains is the human body in motion, clad in denim engineered to move with it.

“From the very first call, I knew this one would be special”,

says Hemingway.