G-STAR enters its third round of collaboration with chess world champion Magnus Carlsen, fueled by a shared rebellious spirit.
"We love a rebellious move... Chess mastery and denim craftsmanship demand precision, confidence, and a refusal to conform. We are excited to see Carlsen and G-STAR reunited again, pushing boundaries and proving that the greatest moves are made outside the lines," says Gwenda van Vliet, Chief Brand Officer of G-STAR.
Following his bold appearance at the 2024 World Rapid Chess Championship, where he challenged traditions and rules, G-STAR and Magnus Carlsen reunite for the third time. In this new campaign, Carlsen is the face of the brand’s Fall 2025 denim collection.
Magnus Carlsen steps in front of the lens of renowned Dutch photographer Paul Kooiker, showcasing classic selvedge denim pieces from the latest collection. The campaign celebrates Carlsen's fearless approach, highlighting not only exceptional denim craftsmanship but also the relentless, bold character that defines both the chess champion and G-STAR.
At the 2024 World Rapid Chess Championship, Carlsen made headlines when he refused to change out of his jeans, choosing to walk away from the competition rather than compromise his principles. This stance was more than just a fashion choice – it led to the event rewriting its dress code policy. “Denim or nothing.” This clear, rebellious attitude made a natural reunion with G-STAR inevitable, breathing new life into the partnership that began in 2010.
"Rules and routines are useful, but they’re also meant to be questioned. Whether it’s in chess or beyond, thinking differently opens up new possibilities. That's something I appreciate working with G-STAR." – Magnus Carlsen
Magnus Carlsen (Norway, 1990) is a trailblazer in the world of chess. A prodigy from a young age, he became the youngest grandmaster in history at the age of 13. Carlsen is a five-time World Chess Champion, five-time World Rapid Chess Champion, and the reigning eight-time World Blitz Chess Champion.
Paul Kooiker (Rotterdam, 1964) is an internationally acclaimed Dutch photographer celebrated for his unconventional view of beauty. His work transcends reality, reimagining it in a surrealistic manner. Kooiker often focuses on objects and clothing within the frame, exploring themes of darkness, desire, and the subconscious. A large portion of his recent work was created using an iPhone, emphasizing his unique artistic vision. Kooiker has shot for luxury brands like Prada, Hermès, and Givenchy, and his work has appeared in Vogue Italia, Dazed, Another Magazine, and The New York Times.
Gwenda van Vliet is the Chief Marketing Officer at G-Star RAW, responsible for the long-term brand vision, positioning, and global marketing strategy. After graduating from the prestigious Design Academy in Eindhoven, she began her career in fashion retail and gained 15 years of experience in global marketing leadership roles at Wolford, VF Corporate, and Hunkemöller. Van Vliet specializes in building brands with a consumer-centric mindset and authentic brand purpose. Her success is rooted in her passion, drive, and ability to combine art with science. Her inspiration stems from the continuous search for creativity, innovation, and the unconventional mindset that defines G-Star.