G-STAR has announced Burna Boy as its latest brand ambassador and the star of its new global campaign.
Founded in 1989, the luxury denim label has curated a significant legacy within music and pop culture spaces, and through this appointment, Burna Boy joins an impressive roster of brand partners including Pharrell Williams, Snoop Dogg, Marc Newson and Cara Delevingne.
An accompanying video shot by celebrated director Dave Meyers, who has previously worked with Travis Scott, Kendrick Lamar and Billie Eilish, ties Burna Boy’s artistry with the creative legacy of G-STAR, as the Nigerian Afrobeats artist performs his signature ‘stomp’ on the streets of London set in black and white to honour the brand’s signature raw hues.
Creative director Joris Kuikpers remarks on the collaboration: “For their new brand campaign, G-STAR was looking for an artist who is not only ‘best in class’, but also very current. Burna Boy, widely acknowledged as the king of Afro-Fusion, emerged as an excellent fit for the brand. It’s not just because of his appearance and charisma, but particularly because of his infectious music and dance moves that made him a perfect match. The concept for the video originated from this ‘infectious’ element, with an entire city adopting his moves.”
Burna Boy has also collaborated on a ‘Double Denim Edit’ with G-STAR which fuses the practical style of both sides, while also taking particular note of Burna Boy’s penchant for workwear. The edit features an ultra-long denim military coat paired with a relaxed take on the iconic G-STAR Elwood, and a hooded sleeveless statement jacket with matching loose jeans, finishing both looks with the new leather Benson Lea Boots. The video showcases Burna Boy and his dancers wearing pieces from the edit as they stomp around London.
“Denim isn’t just fabric; it’s an extension of who I am,” says Burna Boy. 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 G-STAR.
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