Three creative women, denim and the Arc de Triomphe: for ‘Own the Arc’, G-STAR Chief Brand Officer Gwenda van Vliet brings together techno icon Charlotte de Witte and Belgian fashion photographer Marie Wynants. At the heart of the campaign is the return of the iconic Arc jean – along with a new female perspective on G-STAR.
Charlotte de Witte didn’t simply come on board as the famous face of a finished campaign. While G-STAR spent the past year rethinking its womenswear, revisiting defining pieces and reconnecting with its distinctive denim DNA, Charlotte was already on the inspiration boards, according to Gwenda van Vliet.
“This one is close to my heart. Over the past year, our teams have been redesigning our women’s collection. Revisiting the pieces that made G-STAR what it is, reconnecting with our distinctive denim attitude and bringing a strong, modern female perspective to our design DNA,” says Gwenda van Vliet, Chief Brand Officer G-STAR. “Charlotte was on our inspiration boards from day one. She has built her career from the ground up in a male-dominated world, with focus, discipline and the confidence to follow her own instincts. Her attitude has been an inspiration throughout the process, and it connects naturally with the spirit of G-STAR.”
“I’ve always lived in denim. It’s functional, effortless and has attitude, which feels very natural to me. G-STAR has that same independent spirit and a strong point of view. There’s a real connection between our worlds – through music, fashion and a global audience that values individuality. It feels like a very natural partnership, and I’m excited for what’s ahead.” Charlotte de Witte
For the imagery, G-STAR brought another Belgian creative on board: Marie Wynants. The photographer captures Charlotte in a raw, analogue black-and-white aesthetic, stripped back to attitude, silhouette and denim. The setting is Paris’ Arc de Triomphe. ‘Own the Arc’ takes the name of the jean quite literally, with Charlotte making her way from the base of the monument to the top – a visual echo of a career built step by step, night after night.
At the centre is the Arc jean, first introduced by G-STAR in 2007. Twisted inner and outer seams wrap around the leg to create its distinctive three-dimensional silhouette. For 2026, the design returns with more pronounced proportions, new fits and finishes.
Marie Wynants’ black-and-white photography avoids turning the campaign into an overloaded celebrity spectacle. Charlotte, architecture and the engineered lines of the Arc are enough to create images that feel unmistakably G-STAR. ‘Own the Arc’ was developed by G-STAR together with Longstoryshort.
"We made something quite cool with the ridiculously cool Charlotte de Witte. Shot by the equally cool Marie Wynants. For and with the very cool people at G-STAR. Special thanks to Astrid Niari and Jurriaan de Groot, the editor." Joris Kuijpers, Creative Director & Founder longstoryshort®
GoSee : g-star.com
