G-Star has unveiled Anatomic Denim, a groundbreaking project that merges fashion, art, and movement into a unified creative vision. Inspired by the anatomy and motion of the human body, the project continues the legacy of innovation that began with the iconic G-Star Elwood in 1996.
A Vision in Three Parts
The Anatomic Denim project unfolds across three pillars:
- A new denim collection engineered around the body’s natural form
- A global campaign directed by cult filmmaker and photographer Jordan Hemingway
- An art installation featuring a monumental Denim Gorilla crafted by Darwin, Sinke & van Tongeren
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The Campaign: Movement in Its Purest Form
Renowned for his raw and visceral aesthetic, Jordan Hemingway, whose portfolio includes collaborations with Gucci, Prada, and Maison Margiela, brings the campaign to life through striking imagery.
Featuring athletes from gymnastics, pole dancing, cycling, and calisthenics, Hemingway strips away their apparatuses to highlight the human body in motion, each movement enhanced by denim designed 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.”
The Product: Denim Designed With the Body in Mind
The new Anatomic Denim range represents the next chapter in G-Star’s ongoing evolution of 3D design. Every piece is constructed to follow and emphasize the body’s natural shape and motion:
- The Contor: A futuristic take on the Arc, with architectural lines and a sculpted fit
- The Kitoh: Engineered seams trace the body’s musculature for a dynamic silhouette
- The G-Star Elwood: The original icon, refined for 2025 with elevated anatomical tailoring
“Anatomic Denim is the next step in our evolution,” says Gwenda van Vliet, G-Star’s Chief Brand Officer. “We’re designing not just for the body, but with it in mind, merging our 3D legacy with art, science, and craftsmanship.”
The Art: The Denim Gorilla
Completing the project is the Denim Gorilla, a 3.5-meter sculpture created in collaboration with Darwin, Sinke & van Tongeren, artists celebrated for their mastery of fine taxidermy.
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Constructed entirely from denim, the piece explores anatomy and structure on a monumental scale. It is currently displayed at the Art Zoo Museum in Amsterdam, where it also featured during Amsterdam Fashion Week and CIFF Copenhagen.
