Pharrell Williams – musician, producer, and G-Star RAW’s co-owner and Head of Imagination – stars in the brand’s Fall/Winter 2017 campaign alongside a diverse and dynamic collective of creatives, including Adwoa Aboah, Jean Campbell and Lennon Gallagher. More than just a campaign, the imagery and video sees some of the most talked-about stars of the moment showing how they wear the iconic G-Star Elwood in their own unique way.


“For this campaign we specifically chose outspoken individuals with their own sense of style. The energy that happened when this talented group of people came together was beautiful, what set them apart actually brought them together,” Pharrell Williams commented of the campaign shoot.


Art directed by Ronnie Cooke Newhouse of House + Holme and photographed by Collier Schorr, the campaign sees Adwoa Aboah – international cover girl, mental health advocate, and founder of Gurls Talk, a multimedia platform creating a safe space for young women to share their stories – alongside her younger sister, Kesewa; fellow models Jean Campbell, India Graham and Brooke Perry; Scottish actor and campaigner Connor Newall; and Lennon Gallagher – model and son of Oasis frontman Liam Gallagher. The video features the stars talking about their view of the world they live in, and what matters to them right now: from “friendship”, “inclusion” and “solidarity”, to “individuality” and “owning what you’re about”.


The talented group are all known for speaking their mind and all chose to wear the G-Star Elwood in their own singular way – from Brooke Perry’s flattering high-waisted fit, to Adwoa Aboah’s loose menswear styling. The shoot shows that despite their different looks and diverse backgrounds, each can take the style – an icon of the denim world for more than two decades – and make it their own.


“Being in a campaign that brought together people from different backgrounds with diverse looks and let them be themselves in a classic piece of clothing really appealed to me,” Adwoa Aboah explained. “Also, the message of the campaign – to be comfortable with yourself and tolerant of those around you – resonated with me. It’s a positive starting point for a conversation about accepting yourself and others.”


The G-Star Elwood is a symbol of innovation and endures as one of the most recognisable jeans in history. Created in 1996, the Elwood was the first pair of jeans ever to be constructed using the 3D method – being built around the wearer rather than with a traditional flat pattern. Innovative and recognisable, it is also a symbol of individuality, since its construction means that it looks unique on every single body.


The campaign also previews G-Star’s latest product innovations: EarthColors – new and all-natural dyes applied to the iconic Elwood design – and the second series of G-Star Elwood X25, curated by Pharrell Williams and expected to launch later this year.

Pharrell Williams Q+A

  1. What makes the Elwood jeans special? Why did you choose to highlight that style in this campaign?

The Elwood was the first jean that put G-Star on the map as a denim brand that is all about challenging the conventions of what jeans should be. It was one of the first styles that I connected to when I joined the brand because its iconic shape really stands out from the rest.  We’ve been working on exploring how you can take the Elwood as a base and create different jean styles for whatever mood you are in. The campaign is an exploration into how the Elwood can be worn by anybody in their own unique way.


  1. How does G-Star’s denim history play a role in your work with the brand? Do you refer to the past when creating new collections?

Being unconventional and being true to yourself is part of the DNA of the brand. So when creating new collections its about constantly challenging ourselves to improve and think about what the future can mean for the brand.


  1. You have a new set of 25 Elwood x25 prints coming out in October can you talk about the process behind creating those new prints?

I’m very excited to be launching 25 brand new prints. Some are new interpretations of the prints we launched before plus some animal prints and embroidered versions.

The G-Star Elwood X25 really stands for freedom of self-expression and adding democracy to your wardrobe.


  1. What are your favorite ways to wear the Elwoods?

For me it’s all about what fits my mood best on a specific day. I really like to vary my style.


      5. The campaign speaks of diversity and individuality. What advice would you give to a young person who feels the pressure to conform in a world dominated by social media?

What’s most important is individuality. So whatever it is that is going to help you shine, make you feel confident, and to help the real you come out, that’s what you should do.

The Fall/Winter 2017 campaign launches September 2017.

About The Author

Tumiso Mfisa

I'm currently a final year student at Cape Peninsula University of Technology, studying ND: Management. I'm also an intern at Spice4life, and I define myself as the man of God, businessman, motivational speaker, debater, preacher, day maker and most importantly the family man. I'm goal driven and always look to assist others wherever I can.

Leave a Reply