G-Star RAW
G-Star RAW is a pioneering Dutch fashion brand known for its innovative approach to denim and sustainability. With a commitment to "Just the Product," G-Star combines cutting-edge design with high-quality craftsmanship, producing raw and authentic apparel that transcends traditional fashion boundaries.
As Art Director at G-Star RAW, I led the groundbreaking RAW for the Oceans campaign, a revolutionary collaboration between G-Star RAW, Parley for the Oceans, Pharrell Williams, and Bionic Yarn. This innovative project transformed ocean plastic into high-end denim, marking a significant milestone in sustainable fashion. I briefed, commissioned and guided photographers, stylists and models and executed the campaign’s visual identity in collaboration with the Creative Director, developing a compelling narrative that bridged sustainability with style.
My role involved putting together all creative aspects of the campaign, from conceptual development to final execution. I directed photography and film shoots, managed cross-functional creative teams, and ensured our message resonated across all platforms – from retail environments to digital channels. Working closely with high-profile partners, including Pharrell Williams' team, I maintained brand consistency while pushing creative boundaries to showcase this groundbreaking sustainable collection.
The project required a delicate balance of commercial objectives with environmental messaging, ensuring our communication stayed authentic to G-Star's DNA while highlighting the revolutionary nature of ocean plastic denim. Through strategic art direction, we successfully positioned the collection as both a fashion statement and a commitment to environmental stewardship, setting new standards for sustainable fashion communication.
Skills:
Creative & Technical
Art direction and visual storytelling
Campaign conceptualization
Fashion photography direction
Film and video direction
Retail visual merchandising
Brand identity development
Sustainable fashion communication
Editorial design
Print production management
Digital content strategy
Software & Tools
Adobe Creative Suite
Photoshop
Illustrator
InDesign
After Effects
Premiere Pro
Background
Around 100 million tons of plastic are produced every year. About 10% ends up in the oceans. This plastic pollution affects the environment in many ways, with birds, marine mammals and fish all killed as a result. In an effort to solve the problem, G-Star RAW collaborated with Parley for the Oceans and Bionic to create the world's first denim collection made from ocean plastic. Parley retrieves the plastic from the ocean, from which Bionic makes the yarn. Turning that yarn into denim meant G-Star had to revise its entire manufacturing process, from its mills to its fabric specialists and designers. The result is the RAW for the Oceans collection, which allows people across the world to express their concerns about ocean pollution by wearing it. With Otto, the campaign mascot, integrated into the design, Bionic creative director Pharrell Williams helped ensure the collection looked and felt just as beautiful as regular denim. The first collection contained 33% reclaimed plastic. The initiative is the long-term action that will see Bionic Yarn integrated into continuing product lines.
