Fashion Show

Relive The AW 17 Fashion Show


Collaborating with Berlin’s cool kids

G-Star RAW drops three exclusive Elwood prints for Bread & Butter

Founded in 1989, G-Star RAW remains driven by a philosophy of “Just the Product”. With its dedication to quality and progress, the brand represents the forefront of the denim industry, producing pioneering products and rapidly growing into a global brand. Since inventing the ‘3D Denim’ approach to jeans construction in 1996, with the creation of the G-Star Elwood, G-Star now offers a wide range of apparel, accessories, footwear, and eyewear, alongside its jeans core.

In February 2017, G-Star RAW and Pharrell Williams announced their strategic partnership in which Williams is co-owner of the jeans brand and titled ‘Head of Imagination’. Williams is immersed in the company on many creative levels, from collections to advertising and business strategy.

What is the Elwood?
The G-Star Elwood is a symbol of innovation and endures as one of the most recognizable 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. 

Collaborating with Berlin’s Cool Kids
For this season, G-Star collaborated with a cool crew of young stars to celebrate the special drop of three exclusive G-Star Elwood jeans on Zalando. The stylish German-based Instagram stars are: sandershawny, alessaa_w, dillanxwhite, maryljean and starecasers. In collaboration with Dazed Media, we’ve also created a video that shows how they wear the iconic G-Star Elwood in their own unique way.
During the G-Star RAW fashion show on Saturday, 2 September at 4pm, these bold prints will hit the catwalk for the first time alongside all varieties of the iconic G-Star Elwood. The three exclusive versions of the G-Star Elwood jeans for Zalando will be available right after the fashion show on Zalando.

Shop your favourite print, right after the show!