Amsterdam, January 12, 2022 – Following the latest G-Star RAW x Snoop Dogg campaign, G-Star is showing another facet of the brand with The Rhythm of Denim, inspired by the urban tap dance movement that is making waves around the world. The Rhythm of Denim captures the artistic rendering of two world class tap dancers who express themselves without the use of language, solely with dance as dialogue and denim as their uniform. The focus of this cooperation is on the artistic dimension of G-Star, with a staging that creates an intense and impressive world of experience for the viewer.
Step into the year 2022
The tap dance as we know it today was born in the early 19th century and shaped communication between people. It played an important role in the Roaring Twenties and became so popular as a dynamic art form that it quickly became a central role on the famous Broadway shows in New York.
Today, in 2022, tap dance is experiencing a modern revival around the world. This time, however, it will be reinterpreted on the street. An urban dance style has emerged in which tap dance and break dance overlap. G-Star returns to the place where denim first became the defining fabric for self-expression and uses this as the main inspiration for the new G-Star campaign.
World champion of tap dance
The complete denim styles were brought to life by two world class tap dancers – world tap champion Kamira Samuel and world class Broadway performer Lee Howard. Each dance move presents the high-quality, multifunctional looks from the latest hardcore denim collection. Jack Evans choreographed the tap dance, creating the perfect synergy of dance, music and denim.
“Tap dancing is so often used as a gimmick. A flashy, polished accessory. The simple premise of two characters in different places communicating through rhythm gives us a modern take on tap dancing, to see it in its most pristine and natural form . ” – Jack Evans, choreographer
The Rhythm of Denim campaign will be published on January 12, 2022 on g-star.com.
Collection highlights
About G-Star RAW
Since 1989, G-Star Raw has pushed the boundaries of denim design. The brand is manifesting its vision of the future with pioneering styles in the form of luxury denim for everyday use. The focus is on the hardcore denim philosophy, which expresses the passion for denim in terms of material properties, craftsmanship and history. She drives G-Star to invent, explore and take craftsmanship to a new level down to the smallest detail. With the firm belief that there will be no limits for denim and that there will always be infinite possibilities. With innovation, sustainability and creativity in focus, the brand strives to shape the next generation of denim with respect for people and the environment.