G-Star Raw Enlists Burna Boy as the New Face of Its SS24 Campaign
G-Star Raw proudly announces Grammy Award-winning Afrobeats sensation, Burna Boy, as the face of its Spring/Summer 2024 campaign. This collaboration marks Burna Boy’s debut as a brand ambassador, joining the ranks of iconic predecessors such as Pharrell Williams and Snoop Dogg. The campaign showcases Burna Boy in two exclusive, meticulously crafted Japanese denim ensembles that resonate with his unique streetwise fashion sensibility.
G-Star Raw’s latest campaign not only celebrates Burna Boy’s musical genius but also his distinctive style, which mirrors the brand’s ethos of innovation and authenticity. Gwenda van Vliet, G-Star’s Chief Marketing Officer, expressed enthusiasm about the partnership, highlighting Burna Boy’s role as a trailblazer in both music and fashion. “Burna Boy is one of the most groundbreaking artists of our generation, perfectly embodying the spirit of today’s youth by defying conventional norms in style and music. His collaboration with G-Star Raw is a testament to our shared values of pushing creative boundaries and celebrating individuality,” said van Vliet.
The campaign’s visual narrative is brought to life in a compelling video directed by the multi-award-winning Dave Meyers, known for his work with Kendrick Lamar, Travis Scott, Billie Eilish, among others. Filmed in the vibrant streets of London, the black-and-white video pays homage to G-Star Raw’s heritage while featuring Burna Boy and his dance crew performing electrifying “stomp” routines to his new track “On Form.” The video encapsulates the essence of denim as a medium of personal expression, with Burna Boy effortlessly embodying the spirit of the brand in his striking denim outfits.
“Denim is more than just material; it’s a part of my identity. It tells my story, much like my music, through every fade and stitch. G-Star Raw understands this deeply. Their commitment to breaking the mold and fostering genuine expression aligns with my own approach to music and style,” shared Burna Boy. “Our partnership transcends fashion. It’s about challenging the status quo and celebrating authenticity. Collaborating with G-Star Raw feels like a natural synergy, a union born from a shared passion for denim.”
Ntianu Obiora is a versatile creative professional with over a decade of experience in publishing, marketing, communications, and digital strategy. She is the Online Editor at THEWILL DOWNTOWN