G-STAR has launched Anatomic Denim, a project that brings together a new denim collection, a campaign by director and photographer Jordan Hemingway, and an art installation by Darwin, Sinke & van Tongeren.
The concept is based on the anatomy and movement of the human body, a theme that has defined the brand since the introduction of the G-STAR Elwood in 1996.
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At the center of the initiative is a cinematic and photographic campaign directed by Hemingway, known for his work with Gucci, Prada, and Maison Margiela. The visuals feature athletes from gymnastics, pole dancing, cycling, and calisthenics, shown without their usual apparatus. The focus remains on the human body in motion, wearing denim designed to move with it.
“From the very first call, I knew this one would be special,” said 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.”
The Anatomic Denim collection includes three designs: The Contor, a sculpted style with architectural lines; The Kitoh, with seams tracing musculature; and the G-STAR Elwood, updated for 2025 with anatomical tailoring.
“Anatomic Denim is the next step in G-STAR’s denim evolution, designing not just for the body, but with it in mind. Merging our 3D legacy with art, science, and craftsmanship, we bring denim to life in a raw, expressive, unmistakably G-STAR way,” said Gwenda van Vliet, Chief Brand Officer, G-STAR.
Completing the project is a 3.5-meter denim sculpture titled The Denim Gorilla, created by Darwin, Sinke & van Tongeren. The work, crafted entirely from denim, explores anatomy on a large scale. It is on display at the Art Zoo Museum in Amsterdam and has been featured during Amsterdam Fashion Week and CIFF Copenhagen.
“This was never just about launching a product,” said Joris Kuijpers, founder of Longstoryshort and creative lead on the campaign. “It’s a true 360° idea, uniting denim innovation, movement, and art into one narrative: something you can wear, experience, and stand before.”
Credits
Client: G-Star
Agency: longstoryshort®
Gymnasts
Pole Dancer: Lucia Perdroso
Rings: Korben Fellows
Calisthenics: Ibz Sadiq
Cyclist: Bo Mayer
Director & Photographer: Jordan Hemmingway
Director’s agent: Lara Abdessalem
MA + Group
Production company: Lafour
DOP: Nicolai Niermann
Executive producer: Chiara LaFour
Producer: Olwyn Fagan
Editor: Fleming Mason
VFX: Purple Martin Studio & Microdot
Post producer: Jonathan Davies & Ollie Baron
Colourist: Conor Coolbear
Postproduction versioning: The Compound
Music & Sound design: DJ Speedsick