G-Star has launched its latest brand campaign featuring the Grammy award-winning Afro-Fusion sensation, Burna Boy. The Nigerian superstar joins the ranks of previous ambassadors like Pharrell Williams, Snoop Dogg, and Cara Delevingne.
Burna Boy, celebrated not only for his musical prowess but also for his distinctive fashion sense, proves to be an excellent match for G-Star. Both the artist and the brand share a commitment to constant reinvention and the pursuit of their unique paths.
The video for the collaboration features Burna Boy’s new song On Form. Shot in London and directed by the multi-award-winning director Dave Meyers, known for his famous music videos such as Kendrick Lamar, Travis Scott, Billie Eilish.
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The black-and-white aesthetic pays homage to G-Star’s creative heritage, yet with a contemporary twist, and shows Burna Boy’s dance crew performing his singular ‘stomp’, spreading his infectious rhythm through the city.
Burna Boy says "Denim isn't just fabric; it's an extension of who I am. Like my music, it's personal, a dialogue between me and myself. Every stitch, every fade tells a story. G-Star gets that. They're not about following trends; they're about challenging norms, just like me. Our connection goes beyond fashion; it's about pushing boundaries and embracing authenticity. So, why not ride the wave with G-Star? It's a match made in denim heaven."
“We are proud to continue our legacy in working with the world’s biggest inspirational icons. Burna Boy is one of the most innovative artists of our time and the embodiment of today’s youth culture, challenging the norm in both style and music, which is very close to our heart” says Gwenda van Vliet, CMO at G-Star.
G-Star has crafted two exclusive, limited-edition looks from premium Japanese denim for the Nigerian talent: an exceptionally long denim military coat paired with a laid-back interpretation of the iconic Elwood. Additionally, a hooded sleeveless statement jacket accompanies matching loose jeans. The utilitarian ensembles are complemented with the introduction of the new leather Benson Lea Boots.
