Introducing the Game-Changing Anatomic Denim

Fashion powerhouse G-STAR has taken a bold leap into the future of denim with its latest initiative: the Anatomic Denim collection. This innovative project combines cutting-edge design, a striking campaign by renowned director Jordan Hemingway, and a stunning art installation by artists Darwin, Sinke & van Tongeren.

A Celebration of Human Movement

Drawing inspiration from the anatomy and fluidity of the human body, Anatomic Denim pays homage to G-STAR's legacy since the launch of the iconic Elwood jeans back in 1996. The campaign showcases dynamic visuals featuring athletes from disciplines like gymnastics, pole dancing, cycling, and calisthenics, all captured in powerful motion without their usual equipment—proving that true strength lies in the body itself.

Hemingway, celebrated for his collaborations with luxury brands like Gucci and Prada, emphasizes the uniqueness of this project, stating, "From the very first call, I knew this one would be special. G-STAR's blend of heritage and a relentless drive for reinvention made this an exhilarating journey filled with creative challenges and immense joy."

Innovative Designs That Move With You

The Anatomic Denim collection features three groundbreaking designs: the Contor, featuring sculpted architectural lines; the Kitoh, whose seams trace the musculature of the body; and an updated version of the G-STAR Elwood, revamped for 2025 with anatomical tailoring. According to Gwenda van Vliet, G-STAR's Chief Brand Officer, "Anatomic Denim represents the next evolution in our denim journey—designing not just for the body, but with it in mind. We blend our 3D legacy with art and science to bring denim to life in an expressive and unmistakably G-STAR manner."

An Art Installation That Stands Tall

Completing this groundbreaking initiative is a 3.5-meter sculpture named The Denim Gorilla, crafted exclusively from denim and created by the artistic duo Darwin, Sinke & van Tongeren. This impressive piece explores the theme of anatomy on a grand scale and is currently showcased at the Art Zoo Museum in Amsterdam, having featured prominently during Amsterdam Fashion Week and CIFF Copenhagen.

A Vision Beyond Fashion

Joris Kuijpers, founder of Longstoryshort and the campaign's creative lead, highlights the project's holistic vision: "This was never just about launching a product. It's a complete narrative that unites denim innovation, human movement, and artistic expression: something you can wear, experience, and admire."