Global fashion brand G-Star has unveiled its latest campaign, featuring chart-topping Afrobeats artist and Grammy Award winner Burna Boy.
Widely recognized as the “king of Afro-fusion,” Burna Boy’s innovative music and trendsetting style make him a perfect fit for G-Star RAW’s fresh collection. The campaign celebrates individuality and self-expression, values that both Burna Boy and G-Star hold dear.
The renowned Grammy-winning artist joins the ranks of iconic brand ambassadors, carrying the torch from fellow stars like Pharrell Williams, Snoop Dogg, and Cara Delevingne.
Grammy-winning Afrobeats star Burna Boy isn’t just a musical force; he’s a fashion icon with a unique flair. So, it’s no surprise that he’s teamed up with G-STAR, a brand known for pushing boundaries and forging its own path.
To celebrate their collaboration, they’ve dropped a sizzling video featuring Burna Boy’s latest track, “On Form.” Filmed in the vibrant streets of London by acclaimed director Dave Meyers (think Kendrick Lamar, Travis Scott, and Billie Eilish!), the video is a black-and-white masterpiece that nods to G-STAR’s legacy while staying fresh and modern. Watch as Burna Boy and his crew stomp through the city, their infectious rhythm echoing through the streets.
This collaboration isn’t just about music and fashion; it’s about embracing individuality and staying true to your roots, all while pushing the boundaries of what’s possible.
THE BURNA BOY X G-STAR SS24 COLLECTION
Move to the rhythm with Burna Boy’s crew, decked out in G-STAR’s fresh Spring 2024 collection. This season’s offerings burst with bold new styles and long-lasting staples you can rely on. Drawing inspiration from utilitarian roots, the collection seamlessly blends technical details with strong, confident silhouettes.
For the ladies, there’s the Bowey, a 3D-engineered take on the classic boyfriend fit. This ultra-comfy style features a twisted back panel, an artfully bowed leg, and a relaxed feel. This low-rise, boot-cut jean boasts a subtle flare from the knee and harkens back to the iconic 70s era.
To celebrate the campaign, G-STAR unveils a line of unisex graphic tees. Crafted from 100% organic cotton, these monochrome tees offer a versatile and stylish way to join the movement. The G-STAR new campaign promises ecstatic fashion where durability meets innovation and timeless style meets a modern edge.
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