G-Star Raw
- Menswear
- Womenswear
11-12 Carnaby Street
London
W1F 9PQ
t: 020 7439 0436
f: 020 7439 0049
w: http://www.g-star.com/en/
G-Star’s new Spring/Summer 2011 global advertising campaign introduces rising British actress, Gemma Arterton, in images captured by the iconic photographer and filmmaker, Anton Corbijn.
Rapidly establishing herself internationally on both stage and screen, Gemma is known for her leading roles in Hollywood blockbusters such as Prince of Persia: The Sands of Time and Clash of the Titans, as well as in James Bond: Quantum of Solace and St. Trinian’s. Acclaimed roles in the independent films Tamara Drewe and The Disappearance of Alice Creed have been complemented by stage performances, including in Kenneth McLeish’s translation of The Master Builder, a classic tragedy originally written by Henrik Ibsen, at London’s Almeida Theatre.
Gemma's diverse career choices, as well as her ability to remain grounded and aware of her working class roots despite her meteoric rise in the industry, mirror G-Star’s philosophy of combining unexpected influences and contradictory elements – chic and RAW, street and luxury, denim and silk - to create something fresh. Her assured, independent style and authentic femininity perfectly embody the modern G-Star woman and underscore the ad campaign’s theme of RAW Elegance. As she says:
‘I feel like a tough girl in a fancy frock sometimes, and I think G-Star is the same. I like the contradiction between glamour and durability. Sometimes people are shocked when they meet me because of this contradiction.’
The Spring/Summer 2011 global advertising campaign once again features world chess number one, Magnus Carlsen; who beat the entire world during G-Star’s RAW World Chess Challenge last September. Currently, Magnus is busy participating in and preparing for international tournaments such as the Amber Chess Tournament 2011 in Monaco, while at the same time concentrating his efforts on popularizing chess amongst the wider public.
The Spring/Summer 2011 campaign will go live on the streets, in store windows and in magazines as of February 2011. To keep up to date with developments concerning the new campaign, follow Gemma’s blog at www.g-star.com.
G-STAR RAW. Just the product.
Rapidly establishing herself internationally on both stage and screen, Gemma is known for her leading roles in Hollywood blockbusters such as Prince of Persia: The Sands of Time and Clash of the Titans, as well as in James Bond: Quantum of Solace and St. Trinian’s. Acclaimed roles in the independent films Tamara Drewe and The Disappearance of Alice Creed have been complemented by stage performances, including in Kenneth McLeish’s translation of The Master Builder, a classic tragedy originally written by Henrik Ibsen, at London’s Almeida Theatre.
Gemma's diverse career choices, as well as her ability to remain grounded and aware of her working class roots despite her meteoric rise in the industry, mirror G-Star’s philosophy of combining unexpected influences and contradictory elements – chic and RAW, street and luxury, denim and silk - to create something fresh. Her assured, independent style and authentic femininity perfectly embody the modern G-Star woman and underscore the ad campaign’s theme of RAW Elegance. As she says:
‘I feel like a tough girl in a fancy frock sometimes, and I think G-Star is the same. I like the contradiction between glamour and durability. Sometimes people are shocked when they meet me because of this contradiction.’
The Spring/Summer 2011 global advertising campaign once again features world chess number one, Magnus Carlsen; who beat the entire world during G-Star’s RAW World Chess Challenge last September. Currently, Magnus is busy participating in and preparing for international tournaments such as the Amber Chess Tournament 2011 in Monaco, while at the same time concentrating his efforts on popularizing chess amongst the wider public.
The Spring/Summer 2011 campaign will go live on the streets, in store windows and in magazines as of February 2011. To keep up to date with developments concerning the new campaign, follow Gemma’s blog at www.g-star.com.
G-STAR RAW. Just the product.
