G-Star RAW: RAW Leading by Example

For the first time in the brand's history, international denim brand G-star RAW have stepped beyond a product focus and cast their own staff members as the face of their new campaign: RAW Family Portrait. For this new season's launch, G-Star RAW have directed their focus on telling the story of the brand itself through a multilayered campaign: the people that make it, their craft, and the spaces they occupy. Everyone from a service desk employee to an apparel designer; the company’s chef to Pharrell himself represent a subset of everybody who is involved in this campaign. G-Star's RAW Family Portrait campaign is comprised of film and a series of digital shorts that highlight the processes taking place at G-Star headquarters in Amsterdam, and specifically the staff that make up G-Star RAW. These individuals, including Pharrell, are seen practising their crafts and explaining the brand’s engineering process, obsession with 3D-denim construction and commitment to sustainable fashion. The video is directed by Sing J Lee, a multidiscipline director and artist who has worked with the likes of Birdie, Muse, Chari XCX. G-Star’s RAW Family Portrait campaign strips back what’s on the outside to uncover the heart and soul of the G-Star brand – their employees.