With Anatomic Denim, G-STAR presents a holistic vision in which product innovation, visual storytelling, and art merge seamlessly.
Inspired by the anatomy and dynamics of the human body – a central design principle since the introduction of the G-STAR Elwood in 1996 – the project is a clear reflection of the brand’s creative DNA. Art and design are closely intertwined at G-STAR. With projects like this, the brand creates space for artistic experimentation – and finds inspiration for new creative perspectives in the process.
“Anatomic Denim is the next step in G-STAR’s denim evolution, designing not just for the body, but with it in mind. Merging our 3D legacy with art, science, and craftsmanship, we bring denim to life in a raw, expressive, unmistakably G-STAR way.” – Gwenda van Vliet, Chief Brand Officer, G-STAR
The project consists of three pillars: a new denim collection, a global campaign, and an art installation in the form of a monumental Anatomic Denim Gorilla by Darwin, Sinke & van Tongere.
At the heart of Anatomic Denim is a cinematic and photographic campaign by cult director and photographer Jordan Hemingway, known for his visceral style and collaborations with Gucci, Prada, and Maison Margiela. The imagery features athletes from gymnastics, pole dance, cycling, and calisthenics – but without their usual props. No rings, no pole, no bike. What remains is the human body in motion, dressed in denim that moves with it.
“From the very first call, I knew this one would be special”, says Jordan Hemingway. “G-STAR is a brand with real heritage but what makes them exciting is their appetite for reinvention and boundary-pushing. This project was exhilarating in every sense, full of creative and technical challenges that demanded invention. Working closely with their team to solve them wasn’t just rewarding—it was a joy."
“It was never just about launching a product,” says Joris Kuijpers, founder of Longstoryshort and creative director of the campaign. “It’s a true 360° idea that combines denim innovation, movement, and art in one narrative – something you can wear, experience, and see as a still image."
The project is rounded off by the Denim Gorilla, a 3.5-meter-tall sculpture created in collaboration with artist duo Darwin, Sinke & van Tongere. The piece, made entirely from denim, explores anatomy and structure on a monumental scale. It took nearly two years to complete – involving over 700 hours of sewing, 3 kilometers of stitching, and 56 square meters of denim. Every muscle and vein has been meticulously embroidered into the fabric. Unlike typical animal representations, the gorilla stands upright like a posing model – strong, proud, and full of expression and symbolism. It is currently on display at the Art Zoo Museum in Amsterdam and has already been showcased at Amsterdam Fashion Week and CIFF Copenhagen.
Ferry van Tongeren and Jaap Sinke began their careers in advertising before venturing into modern taxidermy in 2013. Their debut collection La Vie de L’Eden received international acclaim – with all pieces purchased by artist Damien Hirst. Their work blends nature, science, and art and can be found in museums and private collections around the world.