G-STAR has unveiled Anatomic Denim, a new project that brings together product design, campaign imagery and art into one vision.
Anatomic Denim merges design innovation, visual storytelling, and art into one statement.
The concept looks at the anatomy and movement of the human body, a theme that has shaped the brand since the introduction of the G-STAR Elwood in 1996.
The project spans three parts: a denim collection, a global campaign by filmmaker and photographer Jordan Hemingway, and a large-scale art installation.
Hemingway, known for his work with Gucci, Prada and Maison Margiela, shot the campaign with athletes from gymnastics, pole dancing, cycling and calisthenics. All of the usual equipment was removed, no rings, no bike, no pole. Leaving only the human body in motion, dressed in denim designed to move with it.
“This project was exhilarating in every sense, full of creative and technical challenges that demanded invention,” Hemingway said.
The new collection includes three styles:
- The Contor – a futuristic take on the Arc, with sculpted lines.
- The Kitoh – with engineered seams tracing the body’s musculature.
- The G-STAR Elwood – the original 1996 icon, reimagined with refined anatomical tailoring.
“Anatomic Denim is the next step in G-STAR’s denim evolution, designing not just for the body, but with it in mind. Merging our 3D legacy with art, science, and craftsmanship, we bring denim to life in a raw, expressive, unmistakably G-STAR way.” – Gwenda van Vliet, Chief Brand Officer, G-STAR
The Art: The Denim Gorilla
Completing the launch is The Denim Gorilla, a 3.5-metre sculpture made entirely from denim. Created by Darwin, Sinke & van Tongeren, the Amsterdam-based artists known for their work with taxidermy, the piece explores anatomy and form on a monumental scale. It has been shown at Amsterdam Fashion Week and CIFF Copenhagen and is now on display at the Art Zoo Museum in Amsterdam.
The Anatomic Denim collection is now available at selected retailers.
