Jeans connect us all.

A community beyond location, status, gender, or age.  Beyond style. Beyond fit.

The one garment we truly wear our own way.

For their Spring/Summer ’15 campaign, G-Star RAW has captured this essence of jeans and expressed it through their diverse range of styles and fits. As the brand housing a perfect jean for every body, G-Star enlisted Ellen von Unwerth to photograph the campaign, a natural fit in itself with her affinity for denim and forte with the female subject.

Long revered as more than just a fabric, von Unwerth’s style captures the attitude of denim. Fresh and spirited, G-Star’s group of jeans lovers create a scene that feels now. They embody the freedom of jeans – that original workwear garment uniting wearers around the world, allowing every individual to express their personal style.

The campaign shows the spectrum of jeans offered by G-Star. With men’s and women’s styles that span skinny to loose, raw to distressed, dark indigo to chalk white, timely to timeless –the brand’s mastery of denim is clear. Women’s jeans are a particular strength of the brand, having extensively researched the details (from the perfect shape, size and placement of back pockets and side seams, to the ideal shape of waistbands) for the ultimate flattering fit. The girls of the campaign show just how good the right pair of jeans can look, a theme perfected by von Unwerth herself.

“Apart from being sensual and feminine, my models are also strong, persuasive, intense…

G-Star has always has been on the raw, spontaneous, kind-of-young-and-wild side – my work fits them in that way.” Ellen von Unwerth

Using a slogan-hashtag combination, “Wear it #tightorwide” carries the campaign into an online activation, encouraging one to voice their opinion about how they wear their jeans; their preferred tightness, or wideness. With the industry’s current liking for all things “boyfriend”, baggy, or flared, vying against the much-loved skinny jean – #tightorwide is set to fuel the feud.