As our world gets ever more complicated, it's important to take a moment and reflect on what we collectively care about and what brings us together and not, perhaps, on what drives us apart. With musician and producer Pharrell Williams as G-Star RAW's co-owner and Head of Imagination, the denim brand continues to work with a diverse and distinct set of creatives. This time, the denim label is turning the spotlight onto their thoughts on the world they live in and what they care about.

The central message is one of knowing yourself and celebrating both the differences and the similarities of the people around you. And while Williams and G-Star worked with international cover girl and mental health campaigner Adwoa Aboah along with Scottish actor and campaigner Connor Newall, so we worked together with the people we care about: from PAUSE Magazine's fashion editor Terence Sambo, model Iago Santibanez, and photographer, stylist and Sukeban Magazine co-founder Erika Bowes.

Each wore the famously versatile G-Star Elwood in their own way, showcasing the icon's diverse adaptability—arguably something that unifies every key creative in today's fast-changing world.

While the G-Star Elwood jean is originally a product of the '90s and the first pair of jeans ever to be constructed using a 3D method modeled on the actual wearer (rather than a traditional flat table-top tailoring method), under the creative polymath that is Pharrell Williams, the jeans have continued to be adapted. For SS17, the G-Star Elwood was transformed through 25 bold and individual prints, while this season saw Williams and G-Star transform a New York laundromat into a creative space mirroring the creativity of their new G-Star Elwood X25 jean.

For instant style inspo, peep our London-shot lookbook, above.

  • PhotographerJames Pearson Howes
  • StylistAtip W / Highsnobiety
  • Hair & Make-UpAndjelka Matic
  • TalentTerence Sambo
  • TalentErika Bowes
  • TalentIago Santibanez @ Wilhelmina London
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