Celebrate the (re)launch of the Elwood

Challenge

The Elwoods are the OG Denim Jean. Over the years they’ve been embraced by celebrities like Justin Bieber, Heidi Klum, Jared Leto, Jaden Smith and Pharrell Williams. Often imitated, but never equaled, the G-STAR Elwood remains of the most recognisable jeans ever made, and a global style icon up to this day.

Solution

With a playful nod to the moments where the G-STAR Elwood had been mimicked recently, we turned the tables for this campaign, launching in the final week of NY Fashion Week.

Presenting it’s latest additions to the jeans’ legacy on the runway, with models showcasing the denim icon in a variety of official G-STAR looks for the new season, we helped usher in a new chapter for the already iconic jeans that have been a fashion staple since ’96.

We partnered with micro-influencers from our community to extend the campaign in an authentic and engsaging way.