A complete creative vision in product, campaign, and art.
G-STAR launches Anatomic Denim, a bold new move that merges design innovation, visual storytelling, and art into one cohesive statement. Conceived around the anatomy and movement of the human body, principles central to the denim brand since the introduction 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 in the form of a monumental Anatomic Denim Gorilla by Darwin, Sinke & van Tongeren.
The Campaign: Movement in Its Purest Form
At the heart of Anatomic Denim is a cinematic and photographic campaign by cult director and photographer Jordan Hemingway, renowned for his visceral style and collaborations with Gucci, Prada, and Maison Margiela. The imagery features athletes from gymnastics, pole dancing, cycling, and calisthenics, but with all their usual apparatus removed. No rings, no pole, no bike. What remains is the human body in motion, clad in denim engineered to move with it.
“From the very first call, I knew this one would be special”, says Hemingway. “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. Working closely with their team to solve them wasn’t just rewarding—it was a joy.”
The Product: Anatomic Denim
Designed to follow and enhance the body’s natural form, the new Anatomic Denim range is 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.
“Anatomic Denim is the next step in G-STAR’s denim evolution, designing not just for the body, but with it in mind,” says Gwenda van Vliet, Chief Brand Officer at G-STAR. “Merging our 3D legacy with art, science, and craftsmanship, we bring denim to life in a raw, expressive, unmistakably G-STAR way.”
The Art: The Denim Gorilla
Completing the project is The Denim Gorilla, a 3.5-meter sculpture created with Darwin, Sinke & van Tongeren, celebrated for their mastery of fine taxidermy. Entirely crafted from denim, the piece explores anatomy and structure on a monumental scale. It is now on display at the Art Zoo Museum in Amsterdam and has taken center stage during Amsterdam Fashion Week and CIFF Copenhagen.
The Anatomic Denim collection is available from September 23, 2025, with prices ranging from $170 to $370 [£120 to £300 and €119.95 to €300] at selected retailers and on www.g-star.com.
