As G-Star rolls out their Spring/Summer 2011 campaign in some of your favorite magazines, you may spot the global advertising campaign models; British actress Gemma Arterton, and world chess no.1 Magnus Carlsen, driving around NYC! The artwork was captured by the iconic photographer and filmmaker, Anton Corbijn.
Rapidly establishing herself internationally on both stage and screen, Gemma is known for her leading roles in Hollywood blockbusters such as Prince of Persia: The Sands of Time and Clash of the Titans, as well as in James Bond: Quantum of Solace and St. Trinian’s. Acclaimed roles in the independent films Tamara Drewe and The Disappearance of Alice Creed have been complemented by stage performances, including in Kenneth McLeish’s translation of The Master Builder, a classic tragedy originally written by Henrik Ibsen, at London’s Almeida Theatre.
The Spring/Summer 2011 global advertising campaign once again features world chess number one, Magnus Carlsen. After beating the entire world in G-Star’s RAW World Chess Challenge on September 10th, 2010, Magnus has recently opted to withdraw from the preliminaries for the next World Chess Championship and instead concentrate his efforts on popularizing chess amongst the wider public. G-Star want you to let them know if you see the buses! I think they look really interesting.
This week G-Star starts the global distribution of over 4 million copies of its RAW Magazine. The RAW Magazine gives an inside look into the G-Star world, where head designer Pierre Morisset discusses inspiration and plans for the future of denim; G-Star reveals their new design crossover; you get a backstage pass into New York Fashion Week and preview new styles for the season, along with other news in the world of G-Star.
In this 4th edition RAW Magazine there’s an in-depth interview with rising British actress Gemma Arterton. In January 2011, Gemma was revealed to be G-Star’s new campaign model and curator of the unexpected event ‘London RAW Night.’ In the new RAW Magazine she tells us all about her career, fashion, film and her partnership with G-Star.
From this week, the RAW Magazines will be distributed in G-Star Stores and through several major newspapers around the world such as: the Observer (UK), La Republica and Urban (IT), De Telegraaf (NL), El Pais and La Vanguardia (ES), The Sydney Morning Herald (AU) NZ Herald (NZ), Der Standard (AT), MetroXpress (DK), Natt & Dag (NO), Die Welt (DE) and the Los Angeles Times (USA).
G-Star held an event called the “G-Star Presents London Raw” that was held at the One Mayfair Church. The event was kicked off by G-star’s new face, Gemma Arterton. At the event guests were partying along each other while listening to music by Romy of The xx DJ Set.
At the Raw events, G-Star brings their DNA to life by allowing many talents show of their work. You can see the work by Beautiful Crime, who created a live urban art piece, inspired by a Corbijn image of Gemma. I love that piece. I would love to have something like that just posted on one of my walls. Guests also got to experience the unexpected by G-Star. They presented the 3301 RAW Records, RAW Rhythm Festival and RAW Gallery at these events, that also took place in Tokyo, New York, and Los Angeles. Check out images from the event below.