G-STAR has launched Anatomic Denim, a bold initiative that unites design innovation, visual storytelling, and art into a single cohesive vision. Inspired by the anatomy and movement of the human body—a principle at the heart of the brand since the debut of the G-STAR Elwood in 1996—the project spans three pillars: a new denim collection, a global campaign by Jordan Hemingway, and an art installation featuring a monumental Anatomic Denim Gorilla by Darwin, Sinke & van Tongeren.
Movement in Its Purest Form
Central to Anatomic Denim is a cinematic and photographic campaign by renowned director and photographer Jordan Hemingway, celebrated for his visceral style and collaborations with Gucci, Prada, and Maison Margiela. The campaign captures athletes from gymnastics, pole dancing, cycling, and calisthenics—stripped of all usual apparatus, leaving only the human body in motion, clad in denim engineered to move with it.
Hemingway commented: “From the very first call, I knew this one would be special. G-STAR is a brand with real heritage, but what makes them exciting is their appetite for reinvention and boundary-pushing. This project was exhilarating in every sense, full of creative and technical challenges that demanded invention. Collaborating with their team to solve them wasn’t just rewarding—it was a joy.”
Anatomic Denim
Designed to follow and enhance the body’s natural form, the new Anatomic Denim collection represents the next evolution of G-STAR’s pioneering approach to fit and construction:
- The Contor – A futuristic take on the Arc, with architectural lines and a sculpted fit.
- The Kitoh – Engineered seams trace musculature, emphasizing shape and motion.
- The G-STAR Elwood – The original icon, reimagined for 2025 with refined anatomical tailoring.
Gwenda van Vliet, Chief Brand Officer at G-STAR, said: “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.”
The Denim Gorilla
The project culminates with The Denim Gorilla, a 3.5-meter sculpture created by Darwin, Sinke & van Tongeren, known for their mastery of fine taxidermy. Entirely crafted from denim, the piece explores anatomy and structure on a monumental scale. The sculpture is on display at the Art Zoo Museum in Amsterdam and has been a highlight during Amsterdam Fashion Week and CIFF Copenhagen.