G-Star unveils Anatomic Denim with Jordan Hemingway
Accompanied by a campaign by Jordan Hemingway and a denim gorilla, the new collection redefines how denim moves, sculpts, and makes a statement.
Your jeans should work as hard as you do. Enter G-Star’s Anatomic Denim: part fabric, part acrobat. Launching with a jaw-dropping campaign and a life-sized denim gorilla, the Dutch denim maestros are proving once again that they’re the undisputed architects of wearable engineering.
At the heart of the collection are three stars: The Contor, a futuristic riff on the Arc with lines sharp enough to make a spaceship jealous; The Kitoh, where seams trace musculature like a second skin in motion; and the G-Star Elwood, the OG icon reimagined for 2025 with a fit that whispers, rather than shouts, “anatomical mastery.”
According to Gwenda van Vliet, Chief Brand Officer, the collection “designs not just for the body, but with it in mind,” merging 3D legacy with art, science, and craftsmanship. In other words, it’s denim for humans who occasionally want to look like superheroes.
But G-Star didn’t stop at jeans. Enter The Denim Gorilla, a 3.5-meter behemoth created with Darwin, Sinke & van Tongeren. Sculpted entirely from denim, it’s a playful, audacious meditation on anatomy and scale. From Amsterdam Fashion Week to CIFF Copenhagen, the gorilla has already stolen the spotlight—though it politely leaves room for the humans actually wearing the clothes.
The accompanying campaign, shot by the formidable Jordan Hemingway, showcases gymnasts, cyclists, and pole artists defying gravity, sans apparatus, in denim engineered to move like an extension of their muscles. The effect? Humans in motion, captured mid-air, looking like they fell straight out of a sci-fi fashion film.
“G-Star is a brand with real heritage but what makes them exciting is their appetite for reinvention and boundary-pushing,” says Hemingway. “This project was exhilarating in every sense, full of creative and technical challenges that demanded invention.”
In short, Anatomic Denim is G-Star flexing its creative muscles (literally) while reminding the world that denim can be daring, sculptural, and somehow still effortlessly cool.