On Friday evening, April 3rd, G-Star RAW hosted a live fashion show on the @gstarraw Instagram channel for people around the world, who experienced it from their own living room couches. The aim of the show was to show product, connect, entertain and inspire fans – even with all G-Star stores being temporarily closed – while sending the clear message to everyone to “stay at home!”.
Due to COVID-19, staying at home has become the new normal for many. Therefore, G-Star RAW hosted a Catwalk show straight from the corridors, kitchens and living rooms of their models and influencers. 25 influencers from 10 countries from all over the world were asked to record themselves showing their favourite product and walking to the beat of the G-Star RAW track. One big global catwalk show was created from all the content. South African influencers who took part In the show included creative collective Dear Ribane, music producer and DJ Gina Jeanz and fashion and lifestyle influencer Ranaa Patel.
On her looks, Gina Jeanz says “I wanted to focus on representing my personal style. It is always great to keep a few statement pieces. The great thing about G-Star RAW’s production is their garments always have these intricate details that really add beautiful dimensions to the clothes. I had two jumpsuits featured in the catwalk and one full denim look (APRE suit) with a bucket hat to match and one gorgeous “satin like” jumpsuit paired with high-heeled boots. I loved that we got to showcase our unique style while taking part in something that connected us all from the comfort of our homes”.
Gina adds: “keeping some sort of routine has also just made the days go by quicker and I really do hope that things will start to look up for all of us soon”.
Gwenda van Vliet, CMO of G-Star RAW: “During these difficult times G-Star is still at the service of our loyal customers. We keep working. We are still inventive and creative. Our Stay-at-Home Catwalk shows how we have teamed up globally to provide a little joy and distraction around one clear message: stay at home!”.