G-Star’s Unusual Campaign Features The ‘Mozart’ Of Chess

G-Star’s Unusual Campaign Features The ‘Mozart’ Of Chess

The clothing brand's 2011 Spring/Summer ads will feature Norwegian chess prodigy, Magnus Carlsen.

Timothy Ryan, PSFK Labs
  • 3 march 2011

It isn’t too far of a stretch to say you wouldn’t ordinarily associate chess players with G-Star’s aesthetic, but that is exactly what the brand has done. G-Star’s 2011 Spring/Summer campaign will feature Norwegian chess prodigy, Magnus Carlsen.

G-Star initially featured Magnus in its Fall/Winter campaign of 2010 and opted to continue the campaign through this Summer.

Heralded as the ‘Mozart’ of chess, Magnus falls nothing short of having achieved maven status in his profession. He became a Grandmaster in chess at age 13, and is the youngest player in history to achieve the number 1 rank in the world at age 19. He is currently ranked No. 2 in the world.

Though perhaps atypical in terms of profession, Magnus embodies the fearless attitude carefully cultivated by the brand. G-Star is well regarded for its experiments in the unexpected, and moving beyond traditional design constraints.

As Lorna at DenimBlog writes:

This combination of contrasting and unexpected elements is one of G-Star’s key philosophies, displayed in runway shows, where destroyed denim pants are often paired with tailored jackets from the Correct Line range; and where iconic and fearless performers, such as Benicio Del Toro, interrupt proceedings to deliver spoken-word pieces in a form of ‘art-hijack.’



Dubai And The Future Of Humanitarian Design

Design & Architecture
Technology october 21, 2016

Concept Camera Designed To Only Take Unique Photos

Camera Restricta is tool that prompts photographers to only capture one-of-a-kind images

Design & Architecture october 21, 2016

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online


Get PSFK's Related Report: Future of Retail: Technology Primer

See All
Retail october 21, 2016

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry

Related Expert

Nicolas Franchet

Retail, Mobile, Social

Travel october 21, 2016

Become A Citizen Of The First Nation In Space

Asgardia is a new concept for a floating society above Earth

Entertainment october 21, 2016

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI october 21, 2016

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 17, 2016

Home Depot Green Energy Expert: Americans Are Taking Control Of Their Power Use

Green tech expert Jennifer Tuohy discusses new home energy tech and developments for renewables in the US

PSFK Labs october 21, 2016

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Millennials october 21, 2016

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out

Food october 21, 2016

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising october 21, 2016

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Work october 21, 2016

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

Retail october 21, 2016

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children october 21, 2016

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants october 21, 2016

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology october 21, 2016

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

No search results found.