G-STAR launches Anatomic Denim, a collection that merges design innovation, visual storytelling, and art into one cohesive statement. Conceived around the anatomy and movement of the human body, 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.
G star continues to challenge the boundaries of design and innovation in denim and this collection is no exception. Designed to follow and enhance the body’s natural form, the new Anatomic Denim range is the next evolution of G-STAR’s pioneering approach to fit and construction.
The Contor - A futuristic take on the Arc, with architectural lines and a sculpted fit. The Kitoh - Engineered seams trace musculature, emphasizing shape and motion. The G-STAR Elwood - The original icon, reimagined for 2025 with refined anatomical tailoring.
Gwenda van Vliet, Chief Brand Officer, G-STAR describes the latest collection as the next step in G-STAR’s denim evolution, designing not just for the body, but with it in mind. Merging the brand's 3D legacy with art, science, and craftsmanship, bringing denim to life in a raw, expressive, unmistakably G-STAR way.
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. “G-STAR is a brand with real heritage but what makes them exciting is their appetite for reinvention and boundary-pushing. This project was exhilarating in every sense, full of creative and technical challenges that demanded invention. Working closely with their team to solve them wasn’t just rewarding—it was a joy.”
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