PHARRELL WILLIAMS PRESENTED IN N.Y HIS NEW CREATIONS FOR G-STAR RAW

Since February 2016, the singer and producer Pharrell Williams has become co-owner of the Dutch brand G-STAR. Pharrell Williams is committed to dream-making and has chosen to promote the ‘little hands’ working with the brand, the importance and the place of each one in the production.

Very involved in all the stages of creation of this brand dedicated to the art of jeans, the one who says « Head of Imagination » has just realized his collection, presented on Wednesday, September 13 in New York, in front of a crowd of personalities such as Jaden Smith, D.R.A.M, Joey Bada $$, Balvin J., Aleali May, Vanness Wu, Caroline Daur or Stefanie Giesinger.

For this, Pharrell Williams has reimagined the classic G-Star Elwood in prints whose motifs are inspired by nature: poison dart frog, leopards, whale sharks. But the creator also realized designs like ornate Indian paisley prints and kimono embroidery

He explained his choice by saying that « The G-Star Mat is a space that embodies what the G-Star Elwood X25 stands for – creativity and self-expression. The new prints stand out and make a statement about who you are and what you want to say about yourself to the world. I hope people will choose a print that speaks to them and then wear it however they want. »

But it is the whole place that has come to highlight his collection. The pieces are suspended in a setting where the plants mingle with each creation to better insert them in the theme of the collection. The pieces are also presented in washing machines or on counters available to the public. The spectator interacts through the decor and Pharrell manages to break down the barriers of a creative process where everyone finds their place and where each piece becomes accessible to everyone.

The G-Star Elwood X25 Drop II will be available in store and online from October 16, 2017.

Written by Saskia Maitrepierre

USA – New York, X25 drop 2 presentation, New York

NEW YORK, NY – SEPTEMBER 13: Black Thought Photo by Theo Wargo/Getty Images for G-Star RAW )

NEW YORK, NY – SEPTEMBER 13: Dave East, India Graham, Desiigner, Pharrell Williams, Tariq Luqmaan Trotter, Jaden Smith, and D.R.A.M. (Photo by Theo Wargo/Getty Images for G-Star RAW )

NEW YORK, NY – SEPTEMBER 13: Suzy Menkez and Pharrell Williams (Photo by Bryan Bedder/Getty Images for G-Star RAW)

USA – New York, X25 drop 2 presentation, New York

X25 collection drop 2

X25 collection drop 2

X25 collection drop 2

X25 collection drop 2