Today G-Star presented its new Spring/Summer 2013 collection at Bread and Butter Berlin with a series of different presentations in a shopping street setting, including a street catwalk show. Also the denim brand created on this street a new retail concept, a dedicated women store named G-Star Women, to underscore G-Star's tailored denim collection for women.
The three different brand presentations at the fair are crafted to create a closer bond between the audience and the product. Every show concept highlights a different part of the G-Star brand DNA.
During the G-Star Spring/Summer 2013 collection street catwalk show G-Star's new campaign faces international model Arizona Muse and American actor Caleb Landry Jones sat front row. G-Star also presented the RAW Tailored Atelier, underscoring G-Star's excitement for high-end craftsmanship, detailing and tailoring. At the RAW Atelier G-Star tailors created denims from scratch live all day, from weaving the fabric to cutting the patterns to preparing the denims. To highlight the G-Star women's collection a dedicated women show is presented in the G-Star Women store.
Different highlights of the Spring/Summer 2013 collection featured in the various presentations including a new clean and minimalistic take on the G-Star Elwood and the Contour Fit for women. Unique to the Contour Fit is that it is a completely rethought pattern design that is tailored to fit women with a slender waist (hourglass-shaped). The overall collection features this season a slim and minimalistic look with an extended slim fit range for men and the introduction of a new fit for men, the Low Tapered. With its contemporary low look, the Low Tapered fit is a new tapered fit with a slimmer leg, introduced throughout the denim.
Alongside the collection presentations and collection highlights, G-Star introduced at the Bread and Butter tradeshow a new retail concept dedicated completely to women. To underline the evolution of the G-Star women's collection, the brand created a new monobrand design: G-Star Women. G-star is a denim specialist and its women's denim collection is tailored to the inch. With this store concept G-Star further builds on this position in the market and claims its expertise when it comes to women's denim. In this store women can experience what G-Star's denim craftsmanship can do for your look and figure.
Besides attending the G-Star Spring/Summer 2013 show, G-Star's new faces for the Autumn/Winter 2012 campaign Arizona Muse and Caleb Landry Jones were also present at the Bread and Butter to launch the new G-Star campaign, again shot by Anton Corbijn.