Brand Promos

Magnus Carlsen + Lily Cole for G-Star Raw


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Magnus Carlsen first caused a stir when he featured in the Autumn/Winter 2010 campaign for G-Star and heads will turn again when Carlsen fronts the S/S 2014 campaign partnered with Lily Cole, best illustrating the brand’s innovation.

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Famous for his uncompromising and strong style of play at the age of 13, Carlsen is currently the world’s top ranking chess player. Comparable to Carlsen, Cole began a career in fashion at the age of 16 on the cover of British Vogue. While studying art history, she has since starred in various films, launched a successful ‘giving initiative’ and campaigned for environmental sustainability.

Key style in the campaign is the Type C pant. The Type C is the latest and most unrestrained cut in the G-Star RAW 3D denim line. The Type C for both men and women is constructed with an extremely tapered fit and elongated rear pockets. Since releasing the world’s first 3D denim in 1996, G-Star has continuously reinvented denim construction. As with the G-Star Elwood, Arc and A-Crotch, the Type C is a product of both extensive development and the G-Star belief of unlimited possibilities.

G-Star RAW. Just the Product.

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