Though he didn’t win a Grammy award, Nigerian singer, songwriter and record producer Damini Ebunoluwa Ogulu MFR, known professionally as Burna Boy, is the new face of G-STAR. He is the star of its new global brand campaign.
A new campaign video, directed by renowned filmmaker Dave Meyers, showcases Burna in London in a black-and-white aesthetic, celebrating G-STAR’s rich creative heritage. The visuals on screen reflect the deep indigo hue synonymous with the Amsterdam-based label’s raw denim. The campaign film captures Burna Boy and his dance crew energetically performing his single “On Form,” with each powerful stomp spreading his infectious rhythm throughout the city.
Founded by Jos van Tilburg in Amsterdam in 1989, G-Star RAW (commonly called G-Star) is a Dutch designer clothing company. Specializing in the production of raw denim—denim that remains unwashed and untreated—G-Star draws inspiration from military attire. Their design influences stem from vintage military clothing sourced globally.
Burna Boy is renowned for his unique fashion sense, often blending denim with workwear elements and jerseys reminiscent of American football. The collaboration with G-STAR seamlessly intertwines the realms of music and art, with denim serving as the common thread—a versatile wardrobe staple that adapts to the wearer’s individuality.
The collaboration gives birth to a “Double Denim Edit,” featuring two exclusive, high-quality Japanese denim ensembles. The collection includes an elongated denim military coat paired with a laid-back interpretation of the Elwood jean. The video showcases these garments worn by Burna Boy’s dancers, who don robust, workwear-inspired attire, highlighting G-STAR’s emphasis on durability.
Gwenda van Vliet, Chief Marketing Officer for G-STAR saw the collaboration as a way for the brand to further connect to youth culture. “We are proud to continue our legacy in working with the world’s biggest inspirational icons. Burna Boy is one of the most innovative artists of our time and the embodiment of today’s youth culture, challenging the norm in both style and arts, which is very close to our hearts.”
Speaking on the collaboration, Burna Boy stated “Denim isn’t just fabric; it’s an extension of who I am. Like my music, it’s personal, a dialogue between me and myself. Every stitch, every fade tells a story. G-STAR gets that. They’re not about following trends; they’re about challenging norms, just like me.” He goes on to say “Our connection goes beyond fashion; it’s about pushing boundaries and embracing authenticity. So, why not ride the wave with G-STAR? It’s a match made in denim heaven.”
