G-STAR announces Charlotte de Witte as its new Global Brand Ambassador. In a multi-year partnership, the Belgian DJ, producer and KNTXT founder will represent G-STAR globally and become the face of the brand’s renewed women’s collection.
Charlotte has built her career through focus, discipline and independence. G-STAR has spent more than three decades challenging the conventions of denim through progressive, engineered design. Their partnership is grounded in the same instinct: to build a world of their own rather than follow an existing blueprint.
Her appointment marks a new chapter for G-STAR’s women’s collection. Rooted in the brand’s denim and industrial design DNA, the collection has been reworked through a modern female perspective - more feminine, fluid and refined, without losing the rawness and attitude that define G-STAR.
“Charlotte is more than the face of G-STAR; she is a genuine source of inspiration for the brand. Her discipline, independence and creative conviction reflect the mindset we value. She brings a powerful new female perspective to our denim world.” - Gwenda van Vliet, Chief Brand Officer, G-STAR
“I’ve always lived in denim. It’s functional, effortless and has attitude, which feels very natural to me. G-STAR has that same independent spirit and a strong point of view. There’s a real connection between our worlds - through music, fashion and a global audience that values individuality. It feels like a very natural partnership, and I’m excited for what’s ahead.” - Charlotte de Witte
The partnership launches with Own the Arc, Charlotte’s first global campaign for G-STAR. Centred on the return of the iconic Arc jean, the campaign connects its distinctive, engineered silhouette with the Arc de Triomphe and Charlotte’s own journey to the top. Her climb from the base of the monument to the top mirrors that journey: step by step, night after night.
