G-STAR presents Anatomic Denim : A complete creative vision in product, campaign, and art
Today G-STAR launches Anatomic Denim, a bold new move that merges design innovation, visual storytelling, and art into one cohesive statement. Conceived around the anatomy and movement of the human body, principles central to the denimbrand since the introduction of the G-STAR Elwood in 1996. The project spans three pillars: a newdenim collection, a global campaign by Jordan Hemingway, and an art installation in the form of amonumental Anatomic Denim Gorilla by Darwin, Sinke & van Tongeren.
The Campaign: Movement in ItsPurest Form
At the heart of Anatomic Denim is a cinematic and photographic campaign by cult director andphotographer Jordan Hemingway,renowned for his visceral styleand collaborations with Gucci, Prada, and Maison Margiela. The imagery features athletes from gymnastics, pole dancing, cycling, and calisthenics, but with all their usual apparatus removed. No rings, no pole, no bike. Whatremains is the human body inmotion, clad in denim engineered to move with it.
“From the very first call, I knew this one would be special”, says Hemingway.
G-STAR is a brand withreal heritage but what makes them exciting is their appetite for reinvention and boundary-pushing. This project was exhilarating in every sense, full of creative and technical challenges that demanded invention. Working closely with their team to solve them wasn’t just rewarding—it was a joy.”
The Art: The Denim Gorilla
Completing the project is The Denim Gorilla, a 3.5-meter sculpture created with Darwin, Sinke & vanTongeren, celebrated for their mastery of fine taxidermy. Entirely crafted from denim, the piece explores anatomy and structure on a monumental scale. It is now on display at the Art Zoo Museum inAmsterdam and has taken center stage during Amsterdam Fashion Week and CIFF Copenhagen.
The Anatomic Denim collection is available from September 23, 2025, with prices ranging from R2 451.61 to R6 131,66 at selected retailers and on g-star.com.
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