It’s nothing new hiring celebrities to model and prance about in advertisement campaigns. Actually it’s rare to find a label that doesn’t take this approach. And who can blame them? It is usually a guaranteed money maker. However, sometimes I do find myself getting increasingly irate when confronted with the same old poster campaigns. Oh look, Kate Moss with her kit off holding a bag…Oh look Kate Moss with her kit off wearing some jewels…Yawn. So it is somewhat refreshing to see the urbanwear label G-Star Raw taking a fresh approach with theirs.
With previous models for the brand including the up-and-coming actress Gemma Arterton, as well as Champion Chess Player Magnus Carlsen, these two didn’t necessarily seem obvious choices. Yet the beauty of the advertisements, shot in black and white by Anton Corbijn, grabs and holds your attention much more than any bog-standard Louis Vuitton campaign. And with one of my all-time favorite fashion pin-ups, the fantastic Clemence Poesy, taking over from Miss Arterton for SS12, I cannot wait to see the rock ‘n’ roll inspired direction and styling she will be taken in by G-Star and Anton.