Burna Boy, the voice of Afro-fusion, has recently become the new face of G-Star Raw, a luxury denim retailer. The Grammy Award-winning musician is featured in the company's latest global campaign on their social media accounts, showcasing their limited edition Double Denim Edit line.
The Movement. The Energy.🚀
In Denim. ON FORM. @gstarraw out now. #ITOLDTHEM
Founded in 1989 by Jos van Tilburg in Amsterdam, G-Star RAW is a Dutch designer clothing company, specializing in raw denim—an unwashed, untreated denim. Inspirations of their designs come from vintage military apparel from around the world.
The brand has been associated with numerous celebrities and Burna Boy joins the likes of Pharrell Williams Jaden Smith, and Max Verstappen as an ambassador.
In the campaign's supporting visual, Burna Boy is seen ferociously stomping around the world with his army of dancers, dressed in the company’s exclusive denim collection. His latest single, “On Form” off his album I Told Them.., serves as the musical inspiration for their high-energy choreography, reflecting the brand's ethos of pushing boundaries and embracing authenticity.
In a statement, Burna Boy expressed his deep connection to denim, likening it to his music—a personal dialogue between himself and his identity.
“Denim isn’t just fabric — it’s an extension of who I am,” he said in a statement. “Like my music, it’s personal, a dialogue between me and myself. Every stitch and every fade tell a story. G-Star gets that. They’re not about following trends. They’re about challenging norms, just like me. 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,”
Also, G-Star's chief marketing officer, Gwenda van Vliet, praised Burna Boy as one of the most innovative artists of our time, embodying today’s youth culture and challenging norms in both style and music.
The campaign video was shot in black-and-white by multi-awarding-winning director, Dave Meyers.
Posted by Abdulazeez A Shomade | Published on 2024-02-13 11:46:32