G-STAR RAW is making waves with its latest capsule collection, Etched Denim, a celebration of Rembrandt’s etching technique brought to life on a new, unconventional canvas: denim. This groundbreaking collection coincides with an exhibition at the Rembrandt House Museum, reimagining the legendary artist’s iconic self-portrait in a thoroughly modern way.
From Masterpiece to Modern Style
Known for his daring experimentation, Rembrandt’s legacy extends beyond painting into his phenomenal etching work. Inspired by his 1639 self-portrait, G-STAR’s design team utilized cutting-edge laser technology to replicate and reinterpret the intricate artistry of etching on a variety of denim fabrics. Subtle changes, including touches of AI, have added a fresh twist to the timeless masterpiece, blending past and future seamlessly.
A Capsule Collection Worth Exploring
The unisex Etched Denim collection features six statement pieces: two jackets, two jeans, a denim shirt, and a parka. Each item is adorned with patterns drawn from one of Rembrandt’s celebrated etchings, applied with precision using advanced laser techniques. It’s a bold tribute to craftsmanship, innovation, and the enduring appeal of art in everyday fashion.
This project lets us translate Rembrandt’s techniques in a contemporary way, bringing his work to a younger, global audience. It’s a perfect example of how art unites and inspires.”-says Gwenda van Vliet, G-STAR’s Chief Brand Officer.
Campaign Meets Canvas
The campaign imagery, shot by photographer Philippe Vogelenzang, unfolds within the walls of the historic Rembrandt House Museum, where the artist once lived and worked. The setting enhances the collection’s narrative, bridging Rembrandt’s artistic heritage with G-STAR’s innovative edge.
Experience Etched Denim
The Etched Denim capsule collection is now available at g-star.com and select stores worldwide, with prices starting at R3 064.65. The accompanying exhibition at the Rembrandt House Museum in Amsterdam runs from November 2, 2024, to January 5, 2025, offering a deeper dive into this unique fusion of art and fashion.
Take a closer look, and you’ll find that denim has never been this inspiring.