G-STAR brings its Own the ARC campaign to South Africa, with local creatives including Tebogo and Kay Ribane and Bee Diamondhead putting their own spin on the distinctive curved jeans.
If you’ve been scrolling through Instagram lately, you might have noticed the G-STAR ARC making a few appearances. The brand has brought its Own the ARC campaign to South Africa, with a line up of local creatives putting their own spin on the curved denim fit.
The local campaign follows G-STAR’s global launch starring Belgian DJ and producer Charlotte de Witte. In the campaign, de Witte climbs the Arc de Triomphe in Paris, with the journey reflecting her own path through the music industry. It’s a fitting match for a pair of jeans that has always done things a little differently.
First introduced in 2007, the ARC is known for its curved legs and twisted seams, which give the jeans their distinctive shape. For the latest campaign, G-STAR has brought the fit back into focus, with a women’s collection that plays with its signature curve.
Locally, the jeans have been turning up in content from creatives including Jamie Domburg, JoAnn Strauss, Lila Gouws, Lisa Missouri, Cherné Africa, Thokozile Dlamini, Mankebe Seakgoe, Wanda Lephoto, Tebogo and Kay Ribane, and Bee Diamondhead.
From styling choices to personal takes on the fit, each brings a different perspective to the campaign. Rather than one prescribed way to wear the ARC, the content shows how the jeans can be made your own.
The Own the ARC campaign is part of G-STAR’s wider focus on women’s denim, with the brand inviting creatives to interpret the fit in their own way.
- Follow @gstarraw_za to see how they wear it.
- Find out more about the newly relaunched G-STAR Arc jeans here.
- The ARC is available globally at selected retailers and on g-star.com
