Burna Boy is the new face of G-STAR

G-STAR introduces its new brand campaign starring Grammy award-winning universal musical talent Burna Boy, the king of Afro-Fusion, currently making waves across the globe.

Burna Boy is not only famous for his groundbreaking music but also for his impeccable fashion sense. He is a perfect match with G-STAR, as both the artist and the brand continuously reinvent themselves and follow their path.

The collaboration video features Burna Boy’s new song, ‘On Form’. It was shot in London and directed by Dave Meyers, a multi-award-winning director famous for his music videos for artists such as Kendrick Lamar, Travis Scott, and Billie Eilish. The black and white aesthetic pays homage to G-STAR’s creative heritage, with a modern twist, showcasing Burna Boy’s dance crew performing his unique ‘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 and every fade tell 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.”

Gwenda van Vliet, CMO of G-STAR, says, “We are proud to continue our legacy of working with the world’s biggest inspirational icons. Burna Boy is one of the most innovative artists of our time and embodies today’s youth culture, challenging the norm in both style and music, which is very close to our heart.”

G-STAR designed two limited-edition premium Japanese denim looks for Burna Boy: an ultra-long denim military coat combined with a relaxed take on the iconic Elwood and a hooded sleeveless statement jacket with matching loose jeans. The utilitarian looks are completed with the new leather Benson Lea Boots.

Burna Boy’s dance crew is wearing the Spring 2024 collection, which is packed with new styles and durable essentials. With utilitarian origins running throughout, technical details meet strong silhouettes. It features two new jeans fits: The Bowey is a 3D women’s style engineered to be the ultimate boyfriend fit, with a back panel twisted towards the front alongside an artfully bowed leg and loose feel. The Lenney underlines that the 70s are back- low-rise and boot-cut, with a slight opening from the knee. In celebration of the campaign, G-STAR launches a range of monochrome graphic tees made from 100% organic cotton with a unisex fit.

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