Last night, G-Star RAW opened a fantastic new store on the well-known luxury street, Rodeo Drive in Beverly Hills, CA. It is the first denim brand to open a store in this high-end address, and the opening was packed to the rafters with celebrities, industry insiders and G-Star fans.
Head designer, Pierre Morissette was joined by Clémence Poésy (Harry Potter, In Bruge, Gossip Girl), Anton Corbijn, Ryan Kwanten (True Blood), Ana de la Reguera (Cowboys & Aliens), Mischa Barton (Actrice), Joel McHale (Community), George Kotsiopoulos (Fashion Police), Kevin Alejandro (True Blood), Jack Huston (Boardwalk Empire) and Tahnya Tozzi (X-Men).
The store was officially opened by G-Star’s brand new campaign model, fast rising French actress Clémence Poésy and international music producer and DJ Mark Ronson, renowned for his work with Amy Winehouse and Ghostface Killah.
Just before the store officially opened, Shubhankar Ray, G-Star’s Global brand director, introduced Clémence Poésy as the new campaign face of G-Star. She will feature together with artist, filmmaker and musician Vincent Gallo in the Spring/Summer 2012 campaign. The new international campaign was again shot by acclaimed filmmaker and photographer Anton Corbijn and will be launched in January.
DJ Mark Ronson gave an in-store performance and the opening featured highlights from the iconic work of Anton Corbijn through a projected visual exhibition. Highlighting G-Star’s craftsmanship was the RAW Art Series, a travelling gallery exhibition presenting collectable series of handcrafted denim art objects made in G-Star’s Amsterdam atelier.
G-Star also presented The Pop-up Show for the first time: a 4m2 mini fashion show with live models performing in the shop window, transforming a static window into real live interaction.
The crowd was also pretty well dressed and we snapped a couple of dapper G-Star attendees, including the always stylish Shubhankar Ray.