G-Star Raw announced their new Spring/Summer 2013 campaign: The Art of RAW. I absolutely love the video, which was a collaboration between the famous Skrillex. It’s fascinating to see all of the pieces and stitching coming together to create a pair of jeans in video form, I think it’s really well done. You can watch the video above and you can see some images in the gallery below, as well as read an interview with Skrillex about the collaboration and more info from the press release. What do you think of the campaign?
The campaign captures the G-Star fascination with the many facets of RAW in unexpected combinations, as seen in the Skeleton Dog art object within the campaign and the artist collaboration with electronic dance music producer Skrillex.
The G-Star Spring/Summer 2013 campaign centrepiece is an animated video showcasing the denim manufacturing process. From cotton to yarn, from the dying process to weaving the warp and weft, each step is important in creating a qualitative denim fabric. The video supports the G-Star passion of this beautiful fabric and shows the exploration for new denim horizons.
Accompanying the Art of RAW video is a custom created track created by electronic dance music producer Skrillex. He is a natural fit for the artist collaboration; RAW talent, self-made digital music pioneer and genuine fan of the G-Star Elwood denim. Currently Skrillex is packing stadiums with his signature sound, “a mixture of dubstep, electro-house and fidget,” in the words of the producer. G-Star appreciates Skrillex as a RAW talent who has developed in a range of disciplines, from lead-singer, to solo artist, to producer with his own record label.
The video, ending with the G-Star signature Skeleton Dog, celebrates a passion for denim craftsmanship and its unlimited possibilities. Known for innovating 3D design in denim, G-Star and the brand’s designers continually seek to pioneer new construction techniques, fabric treatments and denim creations through experimentation with the RAW Art Series, including the Skeleton Dog centrepiece. By looking outside and beyond the world of fashion, G-Star is able to uncover and apply new concepts within the medium of modern denim.
On the artist collaboration with G-Star, Skrillex said the following:
G-Star: You bring a very different sound, and as a result perform for great crowds. How would you describe your music?
I like to make music that is harmonically explosive and endearing no matter what the size of the crowd or the sound system. It is very visceral, especially in sub(sonic) frequencies, so it also benefits from great sound.
It’s 3 dimensional, it’s meant to wake you up, and can be felt on a cellular level – but it’s always changing.
G-Star: How did the collaboration between you and G-Star come about?
Actually natural, as I already wore their stuff, and we are already mutual fans.
G-Star: Can you explain what the collaboration is about?
It was a way for us all to come together and experiment artistically. Coming together to create this fantastic video piece was just exciting and new for everybody involved on the project. That’s the thing about adverts, they can either be cheesy and solely used as marketing tool, or they can be a great excuse to do something different and expressive. I truly believe, we made something AWESOME together.
G-Star: What kind of track did you make for G-Star?
It’s a signature Skrillex track.
G-Star: How did the G-Star video inspire your track?