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.’