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Kemmler Kemmler GmbH [2024]
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Mixing Patterns and Personality with G-Star RAW.

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How do you make a denim collection feel like an extension of your personality?

The G-Star Elwood X25 is the brainchild of world-famous musician, style icon and G-Star co-owner Pharrell Williams. This head-turning collection was designed to introduce more variety into the world of traditional denim. His is belief is that, for every kind of fashion personality, there is an X25 design to match .

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G-Star asked us to help them launch the X25 collection online. The brand was worried that the original campaign, starring Pharrell himself, didn’t speak strongly enough to the female market. Our task was to create a fresh series of images that would show how the X25 could be styled by women, while still capturing a sense of personality and individuality.

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To achieve this, we cast three of the most charismatic young faces we could find: the hugely in-demand young talent Lera Abova, Veneda Budny and the unforgettable Magali De Lion. The final images were so effective and overflowing with positive energy that all key styles of the X25 sold out within three days of our campaign launch.

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Fun, fresh and hugely effective – this was one campaign that put a smile on everyone’s face. 

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