PHARRELL WILLIAMS Unveils His First Collection As Head Of Imagination For G-STAR

Pharrell Williams presented the G-Star RAW Elwood X25, his first collection as Head of Imagination for G-Star RAW.

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G-Star’s Head of Imagination, Pharrell Williams announces and unveils the Elwood X25 collection – a fresh interpretation of the 3D G-Star icon that celebrates its 20th anniversary this year. This marks the release of the first project co-created by Pharrell since his appointment as Head of Imagination of the denim brand.

The collection was introduced as a life-sized installation at ComplexCon, a convention and festival that took place in California last weekend, showing the iconic jeans in 25 colorful prints in an all-natural Alpine-like background. With check, camouflages and traditional patterns from all over the world, these 25 prints – carefully selected by Pharrell himself – symbolize G-Star’s ever-present commitment to innovation and self-expression.
The artist reflects:
“What we are trying to do is make a space for creativity and experimentation. We’re not trying to tell people what to do and what to think, but just help them to express themselves openly. To choose what to wear and how to wear it. This collection is about freedom of choice- it’s about adding democracy to your wardrobe.„Pharrell Williams 
Pharrell Williams, revealing G-Star RAW Elwood X25 at Complex-Con Long Beach CA USA
Pharrell Williams, revealing G-Star RAW Elwood X25 at Complex-Con Long Beach CA USA
The G-Star RAW Elwood X25 collection will be available in selected stores and online as of February 2017.
Founded in 1989, G-Star RAW remains driven by a philosophy of “Just the Product”. With this dedication to quality and progress, the brand represents the forefront of the denim industry, producing pioneering products and rapidly growing into a global brand. Since inventing the ‘3D Denim’ approach to jeans construction in 1996, with the creation of the G-Star Elwood, G-Star now offers a wide range of apparel, accessories, footwear, and eyewear, alongside its jeans core. February this year, G-Star RAWand Pharrell Williams announced their strategic partnership in which Pharrell Williams is co-owner of the jeans brand and titled ‘Head of Imagination’. Pharrell Williams is immersed in the company on many creative levels, from collections, to advertising and business strategy.