G-Star RAW

Hardcore Denim

Agencies: The Family Amsterdam Stink London


Top model, actress and singer Cara Delevingne is the face of the new G-Star RAW Hardcore Denim campaign. The denim brand has chosen a tough female talent as the main character. The campaign was developed with The Family Amsterdam.

True original
Delevingne has proven herself to be a “true original”, through her rebellious outspoken character and her ability to show different aspects to her personality. She fits perfectly with the brand’s tradition of working with unique talents.

Gwenda van Vliet, CMO, G-Star: “Cara is someone who’s hard to pigeonhole. She’s one of the best models in the world. Next to that, she’s an actress, writer and singer with a unique character. She lets no one tell her what to do. Just like G-Star.”

G-Star has collaborated with other true originals in the past, like Magnus Carlsen, Pharrell Williams, Max Verstappen and Snoop Dogg.

Unexpected Perspectives The campaign introduces the new FW22 denim collection. This collection pushes the boundaries of G-Star's signature denim design.

This professional campaign titled 'Hardcore Denim' was published in Netherlands in September, 2022. It was created for the brand: G-Star RAW, by ad agencies: Stink London and The Family Amsterdam. This Integrated medium campaign is related to the Fashion industry and contains 1 media asset. It was submitted about 1 year ago.


Client: G-Star RAW
Agency: The Family Amsterdam

Production company: Stink London
Director: Felix Brady
DOP: Pat Aldinger
Head of Production: Andrew Levene
Executive Producer: Blake Powell
Senior Producer: Jacob Swan Hyam
Post Production: The Mill
VFX supervisor: Tom Luff
Executive Producer VFX: Clare Melia

Post producers: Nicola Simmons, Kayleigh Dugdale, Saskia Delius
Grading: No. 8 London
Colourist: Alex Gregory
Post production versioning: The Compound – Daniel Falkenhagen
Casting director: Ben Grimes casting
Make up artist: Wendy Rowe
Hair stylist: Ben Talbott

Edit house: Trim editing
Editor: Paul Hardcastle
Editors cutdowns/social ads: Jennifer Tividad & Camille Bouwmans
Music research & licensing: Jef & Cris Music
Music track: Portishead ‘Strangers’
Sound studio: Hielke Praagman
Photography: Lucas Christiansen
Production company: Stink GmbH – Berlin
Head of Photography/producer: Jana Marx


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