G-STAR introduces its new SS24 campaign, starring Grammy-award-winning universal musical talent Burna Boy, the king of Afro-Fusion, currently making waves across the globe. 

The campaign video directed by the renowned director Dave Meyers, portrays the Nigerian artist in London, shot in black-and-white in homage to G-STAR’s creative legacy and features Burna Boy’s dance crew performing his singular ‘stomp’, spreading his infectious rhythm through the city. 

Raw Denim Rhythm

Burna Boy is not only renowned for his groundbreaking music, but also for his impeccable fashion sense. The brands have found common ground in their belief to always follow their own paths and continuously keep pushing and disrupting their field. The collaboration is fusing worlds, music and art – with denim as the connecting thread.

The Fashion Music Video 

The video for the collaboration features Burna Boy’s new song ‘On Form’. Shot in London and directed by the multi-award-winning director Dave Meyers, known for his famous music videos such as Kendrick Lamar, Travis Scott, Billie Ellish and many more. The black-and-white video aesthetic pays homage to G-STAR’s creative heritage, yet with a contemporary twist in a never before seen visual experience of the ‘On Form’ song.

Gwenda van Vliet, CMO G-STAR: 

“We are proud to continue our legacy in working with the worlds’ biggest inspirational icons. Burna Boy is one of the most innovative artists of our time and the embodiment of today’s youth culture, challenging the norm in both style and arts, which is very close to our heart.”

Burna Boy: The Double Denim Edit 

G-STAR designed two limited edition, premium Japanese denim looks for the Nigerian talent: An ultra-long denim military coat combined with a relaxed take on the iconic Elwood. And a hooded sleeveless statement jacket with matching loose jeans. The utilitarian looks are completed with the new leather Benson Lea Boots.

The G-STAR SS24 Collection

Burna Boy’s dance crew is wearing the Spring 2024 collection, packed with new styles and durable essentials. With utilitarian origins running throughout, technical details meet strong silhouettes. It features two new jeans fits; The Bowey is a 3D women’s style, engineered to be the ultimate boyfriend fit. With a back panel twisted towards the front alongside an artfully bowed leg and loose feel. The Lenney underlines that the 70’s are back. Low-rise and boot-cut, with a slight opening from the knee. In celebration of the campaign, G-STAR launches a range of monochrome graphic tees with a unisex fit, made from 100% organic cotton.