Burna Boy needs no introduction, but his recent campagin with G-Star does.
Following in the footsteps of previous ambassadors like Pharrell and Snoop Dogg, the Nigerian artist is the new face for G-Star RAW, featuring in its latest SS24 campaign — but of course, there’s a Burna Boy twist on it.
The King of Afro-Fusion loved around the world for hit singles like ‘Ye’ and ‘Last Last,’ brought the video collaboration to life with his new song, ‘On Form,’ in which his dance crew can be seen performing his ‘stomp’ move that everyone was obsessed with after the release of ‘City Boys’ last year. Directed by Dave Meyers, who’s worked with the likes of Kendrick Lamar, Travis Scott, and Billie Eilish, the video is the first visual experience of the song, shot in the streets of London, bringing together British street culture and big Lagos energy.
Burna BoyDenim isn't just fabric; it's an extension of who I am. Like my music, it's personal, a dialogue between me and myself. Every stitch, every fade tells a story. G-STAR gets that. They're not about following trends; they're about challenging norms, just like me.
Now, if you’ve seen any of Burna Boy’s fits to fashion week, award ceremonies, or red carpets, you’ll know that his skills don’t only lie in music. The Grammy winner is a style icon, always representing his roots but with a contemporary twist when it comes to his bold outfits. “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,” said Gwenda van Vliet, CMO of G-Star.
Canadian Tuxedo, double denim, whatever you want to call it, Burna Boy has got it on lock. G-Star designed two limited edition Japanese denim looks for the singer, one being an ultra-long military coat paired with a G-Star icon, the Elwood jeans, and another being a hooded, sleeveless jacket with matching baggy jeans; both looks come complete with a new silhouette, the leather Benson Lea Boots. Pretty perfect for Burna Boy, who is known to love boots and oversized clothing.
The video sees his crew sport the SS24 collection, a capsule packed with new styles and everyday essentials that stay true to the brand’s utilitarian heritage with technical details and strong silhouettes. Two new jeans, the Bowey (think ultimate boyfriend fit with a twisted back panel) and the Lenney (more ‘70s rockstar pants with a knee opening), take center stage alongside monochrome graphic tees.
The collection is available now on Zalando.
