RAWdeo Drive Store opening, LA

Beverly Hills, On the evening of December 6th, 2011, G-Star RAW was the first denim brand to open a store on the well-known luxury street Rodeo Drive in Beverly Hills. The store was officially opened by G-Star's brand new campaign model, fast rising French actress Clémence Poésy and internationally music producer and DJ Mark Ronson, renowned for his work with Amy Winehouse and Ghostface Killah.

Just before the store was officially opened Shubhankar Ray, G-Star's Global brand director, introduced Clémence Poésy as the new campaign face of G-Star. She will feature together with artist, filmmaker and musician Vincent Gallo in the Spring/Summer 2012 campaign. G-Star is proud to work with the internationally recognised and fast rising French actress as she reflects the characteristic brand DNA: she is a confident, strong and in control woman without compromising her femininity. The new international campaign was again shot by acclaimed filmmaker and photographer Anton Corbijn and will be launched in January.

Clémence on the G-Star campaigns: "I got to know G-Star through their campaigns and Anton Corbijn's photography. It comes out in magazines, it's different, it's very simple, and it's got something very Rock & Roll."

The launch of the Rodeo Drive store brings G-Star's core DNA to life, presenting cutting-edge talents from across the creative world coming together for this special event. DJ Mark Ronson gave an in store performance and the store opening also featured highlights from the iconic work of Anton Corbijn through a projected visual exhibition. Highlighting G-Star's craftsmanship during the store opening was RAW Art Series, a travelling gallery exhibition presenting collectable series of handcrafted denim arts objects made in G-Star's Amsterdam atelier.

International guests from different fields were welcomed to G-Star's new store showcasing the
G-Star DNA. Amongst the attendees were Clémence Poésy (Harry Potter, In Bruge, Gossip Girl), Anton Corbijn, Ryan Kwanten (True Blood), Ana de la Reguera (Cowboys & Aliens), Mischa Barton (Actress), Joel McHale (Community), George Kotsiopoulos (Fashion Police), Kevin Alejandro (True Blood), Jack Huston (Boardwalk Empire) and Tahnya Tozzi (X-Men).

During the store opening G-Star also presented for the first time the Pop-up Show, a 4m2 mini fashion show with live models performing in the shop window, transforming a static window into real live interaction. This spontaneous and unexpected show can easily be adapted to any type of environment, making it possible to present Pop-up Show anytime, any place, and anywhere.

Category:

Entertainment

Tags:

• denim
• LA
• Rodeo Drive
• Beverly Hills
• store
• fashion
• Clemence Poesy

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