On the evening of January 13th, 2011, G-Star presented London RAW Night: an eclectic mix of performance, art, music, fashion and film; curated by British actress and new face of G-Star’s Spring/Summer 2011 advertising campaign, Gemma Arterton.
A crossover of guests from different artistic fields, were welcomed at One Mayfair; an old church that had been turned into part gallery, part performance stage, part disco and part art installation.

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The runway show took place at the Pier 94 exhibition space, perched over the Hudson River on the western side of midtown Manhattan. A single-stretch catwalk provided plenty of opportunity for guests to study the collection pieces. A large, wooden Arc Pant sculptural backdrop and recurring motif in the catwalk center carpet reinforced the 3D underpinnings of the collection.

The front row included actress Liv Tyler and world chess number one Magnus Carlsen – both of whose images front G-Star’s upcoming Fall/Winter 2010 ad campaign. Curated by photographer Anton Corbijn, the campaign will be visible in print, outdoor and instore as of mid-September.

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Liv Tyler is back and is set to star in the Spring and Fall 2010 ad campaigns for denim brand G-Star as its “Brand Ambassador,” helping the company with its U.S. expansion. Read More