Amsterdam September 26th, 2022 – Top model, actress and singer Cara Delevingne is the face of the new G-Star Hardcore Denim campaign. With a female talent at the forefront of the campaign, it fits perfectly into the brand’s tradition of working with unique talent. Delevingne is an “Original” because of her rebellious, outspoken personality and her ability to show different facets of her personality.

    Unexpected Perspectives

    Hardcore denim is G-Star’s DNA, which is clearly reflected in the latest campaign. The creative concept is inspired by unexpected perspectives, distorted city life and surrealism. Intending to depict a state of change, the campaign video shows larger-than-life fellow human beings coexisting with each other in their environment.

    Huge distorted structures appear alongside a miniature cityscape, creating a contrast of macro and micro elements between Cara and her “fellow giants”. The typically rebellious character turns things upside down in G-Star’s new campaign and proves that the sky’s the limit.

    New collection, new fits

    The British supermodel is wearing two new denim fits for women: The Stray and Type 49. A straight fit with a high rise, the Stray is inspired by the iconic ’50s girl gangs who rebelled against any restrictions. With her youthful, androgynous charisma, she lends her rebellious touch to a classic style.

    The ‘Type 49’ for men and women brings modernity to a tried and true design, complete with a high rise and a relaxed straight leg. The FW22 collection pushes the boundaries of G-Star’s signature denim design, in a campaign where hardcore denim goes beyond reality.

    Denim essentials

    For the new FW22 collection, G-Star has selected its highest quality denim essentials. The new styles, whether it’s the boyfriend jean vest or the Arc 3D jeans, can be worn and styled not only in autumn but at any time of the year. The new G-Star RAW hardcore denim collection will be available in stores and on from September 26th.

    About G-Star RAW

    Since 1989, G-Star RAW has pushed the boundaries of denim design and manifested its own vision of the future, introducing “luxury denim” for the street through groundbreaking styles. Hardcore Denim is the philosophy that expresses the brand’s obsession with denim: the fabric, the craft and the history. She drives G-Star to invent, explore and take craftsmanship to a new level – down to the smallest detail – and with the firm belief that there are no limits to the possibilities of denim. With innovation, sustainability and creativity at its core, the brand strives to define the next generation of denim with respect for people and the environment.

    Cara Delevingne

    Cara Jocelyn Delevingne (1992) is an English model, actress and singer. After leaving school, she signed with Storm Model Management and won Model of the Year at the British Fashion Awards in 2012 and 2014.