© by Vice
Normally, the new face of a brand is a pretty predictable and boring choice that only really registers if you think whoever it is, is hot. G-Star, though, likes to do the unexpected. Their choice last year of world number one chess player, 19-year-old Norwegian Magnus Carlsen, to front the G-Star RAW men’s campaign proves that.
Their selection for G-Star RAW’s A/W 2011 womenswear campaign, 24-year-old British actress Gemma Arterton, is maybe a bit less controversial, but the company’s reasoning is just as insightful. Gemma is, on the surface, a super-glamorous actress who often plays ›posh«, yet in reality she was brought up by her single parent mum, a cleaner. This contradiction makes sense when you consider that G-Star RAW's campaign theme is RAW Elegance.
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