Making an autumn/winter 2016 splash, clothing brand G-Star Raw is raising its profile with an identity campaign anchored by musician, producer, and fashion icon Pharrell Williams.
Launching September 1, a set of ten additional videos intended for use across social media accompany the campaign, which has adopted the hashtag #WhatisRAW.
The videos cover G-Star Raw's history, design and manufacturing process, vision, and values.
"We're just trying to do things that lead by example," Pharrell says in the main What is Raw? video. "The real definition of Raw is what's under it. It doesn't get any more pure than that."
Ten-time Grammy Award winner Williams has recently collaborated on campaigns for fashion brand Chanel, high-end grocer Dean & Deluca, and leisure footwear manufacturer Adidas.
He fronted G-Star Raw's reclaimed ocean plastics line Raw for the Oceans in 2014, becoming a co-owner of the Amsterdam clothing company in February 2016.