G-STAR unveils Anatomic Denim

Today marks a pivotal moment in fashion as G-STAR unveils Anatomic Denim, a daring fusion of design, movement, and artistic expression. Rooted in the brand’s legacy of anatomical tailoring since the debut of the G-STAR Elwood in 1996, this new initiative reimagines denim through the lens of the human body’s form and motion. The project unfolds across three dynamic pillars: a cutting-edge denim collection, a global campaign by visionary director Jordan Hemingway, and a monumental art installation—the Anatomic Denim Gorilla—crafted by Darwin, Sinke & van Tongeren.

The campaign, titled “Movement in Its Purest Form,” strips away all external apparatus to focus solely on the body in motion. Hemingway’s cinematic and photographic work captures athletes from disciplines such as gymnastics, pole dancing, cycling, and calisthenics, performing without their usual equipment. The result is a visceral celebration of physicality, with denim garments engineered to move in harmony with the body. Hemingway, known for his work with Gucci, Prada, and Maison Margiela, describes the collaboration as exhilarating and creatively demanding, praising G-STAR’s commitment to reinvention and boundary-pushing.

At the core of the collection is a trio of designs that elevate G-STAR’s signature 3D construction. The Contor introduces architectural lines and a sculpted silhouette, offering a futuristic reinterpretation of the Arc. The Kitoh emphasizes musculature through engineered seams that trace the body’s natural contours. And the iconic G-STAR Elwood returns, reimagined for 2025 with refined anatomical tailoring. Chief Brand Officer Gwenda van Vliet describes Anatomic Denim as a convergence of art, science, and craftsmanship, designed not just for the body but with it in mind.

Completing the vision is The Denim Gorilla, a 3.5-meter sculpture created entirely from denim by Darwin, Sinke & van Tongeren, artists renowned for their mastery of taxidermy. The piece explores anatomy and structure on a grand scale and is currently on display at the Art Zoo Museum in Amsterdam. It has also made a striking appearance at Amsterdam Fashion Week and CIFF Copenhagen, reinforcing the collection’s artistic ambition.

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 online at g-star.com