G-Star has introduced its new brand campaign starring Grammy award-winning and the king of Afro-Fusion, Burna Boy. The Nigerian superstar follows in the footsteps of previous ambassadors such as Pharrell Williams, Snoop Dogg and Cara Delevingne.
The collaboration, which officially launches on February 21, features a lineup of brand new, limited-edition denim pieces, alongside a music video for the Grammy-winning rapper’s new single “On Form.” The video, directed by award-winning director Dave Meyers, sees Burna dancing (and stomping) his way through the streets of London. While he’s surrounded by his dynamic crew of dancers — who even don roller skates for part of the choreography — it’s the ultra-cool streetwear ensembles that take center stage.
Burna Boy is not only renowned for his music but also for his fashion sense. He is a great match with G-Star as both the artist and the brand continually reinvent themselves and follow their own path.
The video for the collaboration features Burna Boy’s new song On Form. Shot in London and directed by the multi-award-winning director Dave Meyers, known for his famous music videos such as Kendrick Lamar, Travis Scott, and Billie Eilish.
The black-and-white aesthetic pays homage to G-Star’s creative heritage, yet with a contemporary twist, and shows Burna Boy’s dance crew performing his singular ‘stomp’, spreading his infectious rhythm through the city.
Speaking about the groundbreaking collaboration, Burna Boy spoke about the significance of denim to his brand.
“Denim isn’t just fabric; it’s an extension of who I am. Like my music, it’s personal, a dialogue between me and myself. Every stitch, every fade tells a story. G-Star gets that. They’re not about following trends; they’re about challenging norms, just like me. Our connection goes beyond fashion; it’s about pushing boundaries and embracing authenticity. So, why not ride the wave with G-Star? It’s a match made in denim heaven.”
G-Star designed two limited edition, premium Japanese denim looks for the Nigerian talent: an ultra-long denim military coat combined with a relaxed take on the iconic Elwood. And a hooded sleeveless statement jacket with matching loose jeans. The utilitarian looks are completed with the new leather Benson Lea Boots.
“We are proud to continue our legacy in working with the world’s biggest inspirational icons. Burna Boy is one of the most innovative artists of our time and the embodiment of today’s youth culture, challenging the norm in both style and music, which is very close to our heart” says Gwenda van Vliet, CMO at G-Star.
