The iconic G-Star Elwood relaunched: The guests, the outfits and the ambiance
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THE ICONIC G-STAR ELWOOD RELAUNCHED
The guests, the outfits and the ambiance
Cape Town, 18 September 2023. G-Star RAW celebrates the relaunch of their iconic G-Star Elwood jeans which were first made popular in 1996. To kick off the campaign, G-Star took to Cape Town to host a First Thursday launch event which took place at the Wonderland Film Studios on Thursday, 7 September.
Amongst the space, imagery from the international G-Star Elwood campaign was exhibited against the walls and repurposed G-Star premium denims were made functional by creating oversized ottomans in the welcoming area for guests to sit on.
The event, hosted by rapper and businesswoman Nomuzi Mabena was attended by, amongst many other special guests, YoungstaCPT, Kokona, Manthe and Tebogo Ribane, culture and lifestyle digital content creators The Boys and GQ and Glamour South Africa editors. With Cape Town’s very own DJ Loyd and Sir Vincent putting on an electrifying performance to warm up the crowd, Vogue Night’s founder Lelowhatsgood uniting everyone on the dance floor and Mr Thela wrapping up the night with a surprise impromptu performance, there wasn’t a lack of constant buzz in the venue.
Red Bull’s Elite Movement dance crew formed part of the event’s live entertainment, with their routine showcasing the jean’s ethos: the freedom of expression and movement. Renowned breakdancer Man Like B performed alongside the dance crew – with their infectious energy driving the guests to open up a dance circle of their own.
The G-Star Elwood relaunch event was the brand’s first major campaign event following the Covid-19 pandemic and it was attended and enjoyed by key tastemakers, media contacts and digital content creators.
South Africa’s dance culture is one that permeates diverse dance styles and has become a global sensation. Embraced by a new generation of creatives and tastemakers, the G-Star Elwood has become a global phenomenon. Young people around the world have adopted it as a symbol of self-expression, embodying the spirit of freedom and innovation that defines G-Star RAW.
We are also an incubator and a growth engine for exceptional young talent. That means we ourselves are constantly growing and changing. WE LEARN FROM THEM, AS MUCH AS THEY LEARN FROM US. THEY PUSH US TOWARDS NEW THINGS. Our work speaks to that collision. Most of our young talent go on to become a permanent part of our agency. Just over fifty percent of our total staff started as interns, some of them as much as ten years ago.
