Within the 87th edition of Pitti Uomo G-Star has inaugurated its newly opened G-Star Florence store. It also unveiled a new communication strategy and a new ad campaign shot by Ellen von Unwerth.

The new flagship store opened in partnership with their retail partner A.R.P. -Advanced Retail Project, based in via Degli Stozzi 4r/6r. Part of the expansion plan with this partner includes other openings in other major Italian cities such as Rome and Venice, plus another recent inauguration in Madrid in December 2014.

G-Star Photo Campaign by Ellen von Unwerth
G-Star Photo Campaign by Ellen von Unwerth
For their spring/summer 2015 campaign, G-Star RAW also disclosed a new campaign by Ellen von Unwerth, whose affinity for denim and forte regarding the female subject clearly stands out.

The #tightorwide campaign is fresh and spirited and presents groups of jeans lovers wearing most different types of G-Star jeans including men’s and women’s styles, be them skinny or loose, from raw to distressed, dark indigo to chalk white and from timely to timeless.

The campaign puts clear emphasis on two major aspects G-star is strongly betting on - women’s jeans, on the one hand – and an always more focused attention on establishing a dialogue with the final consumer through social networks on the other.

G-star booth at Pitti Uomo
G-star booth at Pitti Uomo
“Since 2010 we started showing how our product can have an impact on women. By featuring Liv Tyler in our campaign in 2010 we showed our intent to establish a relationship with them and after we opened our first store for women in 2013 we actually started a dialogue with them,” commented Shubhankar Ray, brand director G-Star. “Similarly using a slogan-hashtag combination ‘Wear it #tightorwide’ is a means for starting another dialogue also aimed at the younger generation, hearing their opinion about how they love their jeans best and start interacting with them always more.”

Von Unwerth commented: “Apart from being sensual and feminine, my models are also strong, persuasive, intense…G-Star has always has been on the raw, spontaneous, kind-of-young-and-wild side – my work fits them in that way.”