G Star Raw | creative direction | brand identity | brand strategy

g star raw

create

the

raw

BRAND STRATEGY | BRAND LEAD POSITIONING | CAMPAIGN | CREATIVE DIRECTION | HEAD OF STYLING

From 2003 - 2021, Leoni Huisman worked as Brand Creative Lead by G Star Raw. She created the foundation, designed the RAW, defined the DNA, and determined the voice.

In other words, she created the strategy, set the playground, invited the riots, embraced the disobedients, and combined the unpredicted. As a result, she directed over 1000 shoots & campaigns, 100 fashion shows, and worked with many talented artists. Being responsible for EMEA & APAC marketing, she styled the unorthodox, narrated the story, and set a sustainable direction. Yes, taking care of the people & the planet! www.g-star.com