Grammy-winning Afro-Fusion artist Burna Boy is making a significant impact in the fashion world as the face of G-Star’s latest campaign. The renowned Dutch denim brand recently announced that Burna Boy will be their newest ambassador, starring in both their videos and images. This places him amongst the likes of previous G-Star ambassadors such as Pharrell Williams and Snoop Dogg. Burna Boy is not only known for his music but also for his exceptional fashion sense.
G-Star believes that Burna Boy is the perfect match for their label, as both he and the brand are continually reinventing themselves and forging their own paths. Their collaboration aims to showcase their shared commitment to authenticity and breaking boundaries.
The campaign prominently features Burna Boy’s latest song ‘On Form’ and was filmed in London by the accomplished director Dave Meyers. Meyers is well-known for directing music videos for top artists including Kendrick Lamar, Travis Scott, and Billie Eilish. The video effectively captures Burna Boy’s unique style and energy, creating a visually breathtaking experience that is both captivating and inspiring.
The campaign’s creative director, Joris Kuijpers, and the G-STAR team have developed a black-and-white visual concept that pays tribute to the brand’s creative heritage while infusing it with a contemporary twist. The imagery showcases Burna Boy’s dance crew performing his iconic ‘stomp,’ spreading his infectious rhythm throughout the city. This dynamic portrayal perfectly encapsulates the essence of both Burna Boy and G-Star’s shared passion for self-expression and storytelling.
Burna Boy himself expressed his excitement about this partnership, stating that denim is not just fabric but an extension of his identity. Just like his music, it is personal and serves as a dialogue between him and himself. Every stitch and fade tells a story. Burna Boy believes that G-Star understands this deeply. They are not about following trends but rather about challenging norms, much like himself. Their connection goes beyond fashion; it is about pushing boundaries and embracing authenticity.
The video for the campaign is now available online, and the broader campaign will be rolled out across various platforms, including outdoor billboards, online platforms, TV, social media, and cinema, starting from February 19th. G-Star considers these markets as their most important, aiming to reach a wide audience and showcase their collaboration with Burna Boy to the world.
Sources:
– [G-Star’s Burna Boy Campaign Video](https://www.youtube.com/watch?v=xxxxxx)
– [G-Star’s Website](http://www.g-star.com/)
