top of page
BRANDING
THE CHANGE,
HOW DO I WORK?
G Star Raw, photography by; Anton Corbijn, Ellen von Unwerth, Robin de Puy, Rankin, Peter Stigter, Karen Rozetsky, Henrik Bülow, Mounir Raji, Lesley Weijtjes
G STAR RAW creative direction
From 2003 - 2021, I worked for G Star Raw, started as an artist, and somehow found myself back in board room meetings. It was my learning school, my world, my denim life. What a joyful ride, I was privileged to work with many talented artists, photographers, actors, and institutes. Did over a 1000 shoots, around 60 campaigns, a 100 hundred fashion shows, and many, many more. My job in a nutshell? Design the RAW, define the DNA, determine the voice. In other words; create the strategy, direct the playground, invite the riots, embrace the disobedients, combine the unpredicted. Style the unorthodox, set the tone, narrate the story, conduct the visual. Take care of the people, the planet, act sustainably, walk the talk, and share!
below is just a small selection of my work, enjoy!
for: G STAR RAW 2003 - 2021
role: brand creative lead | creative direction | head of styling
>> campaign design, brand design, brand concepts, brand strategy, retail design, spatial design, fashion events, UX design, collection concepts, casting director, soc media, e-commerce | EMEA/APAC marketing <<
G Star Raw, photography by; Anton Corbijn, Ellen von Unwerth, Robin de Puy, Rankin, Peter Stigter, Karen Rozetsky, Henrik Bülow, Mounir Raji, Lesley Weijtjes
bottom of page