If you’re familiar with the anatomical sciences, you may have come across an ecorché. In French, the word literally means flayed open or skinned, while for artists, it refers to a figure study drawn or sculpted with its muscles displayed. But for Dutch denim brand G-Star, the word transcends these roots—it captures the philosophy behind their all-new campaign: a peeled-back, pared-down look at the anatomy of denim.
The Anatomical Denim campaign features a blend of movement, art, science, and technology that has come to define G-Star’s approach to denim. Its central tenet is the body’s natural strength and power, and the images feature bodies pushed to their limits.
Through the lens of cult photographer and filmmaker Jordan Hemingway, athletes clad in G-Star denim are captured in electric motion, seemingly defying physics. Be it callisthenics, pole dancing, or gymnastics, the athletes are pictured in full motion, but without the support of their usual apparatus. Though they float through the air, there’s nothing light behind the movements—only power, wrapped in G-Star denim that follows their every move.
“G-Star is a brand with real heritage, but what makes them exciting is their appetite for reinvention and boundary-pushing,” Hemingway shared. “This project was exhilarating in every sense, full of creative and technical challenges that demanded invention. Working closely with their team to solve them wasn’t just rewarding—it was a joy.”
The Anatomic Denim range features meticulously designed upgrades to classic designs. This includes the popular G-Star Elwood and the Contor, which features a new take on the Arc, as well as the new addition Kitoh. The pieces are refined, with clean, architectural lines emphasising movement and fit.
The artistic heart of Anatomic Denim is another creation inspired by ecorché, also celebrating nature by seemingly defying its laws. Sculpted entirely from denim by Dutch fine taxidermy artists Darwin, Sinke & van Tongeren, the 3.5-metre gorilla was unveiled by G-Star in June as a bold exploration of anatomy and structure. Currently on display at the Art Zoo Museum in Amsterdam, the project required Sinke and van Tongeren to undertake a total of 700 hours of sewing to complete, as well as close to 2000 lbs. of marble, 165 lbs. of steel and six gallons of glue.
The campaign occupies a crossroads of style and technological innovation that is becoming familiar territory for G-Star. “Anatomic Denim is the next step in G-Star’s denim evolution, designing not just for the body, but with it in mind,” shared Gwenda van Vliet, Chief Brand Officer at G-Star. “Merging our 3D legacy with art, science and craftsmanship, we bring denim to life in a raw, expressive, unmistakably G-Star way.”
The Anatomic Denim collection is available to shop now at select retailers and at g-star.com.
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The post Blue’s Anatomy: G-Star’s Anatomic Denim Campaign Centres Art And Movement appeared first on Grazia Singapore.
