Three creative women, denim and the Arc de Triomphe: for ‘Own the Arc’, G-STAR Chief Brand Officer Gwenda van Vliet brings together techno icon Charlotte de Witte and Belgian fashion photographer Marie Wynants. At the heart of the campaign is the return of the iconic Arc jean – along with a new female perspective on G-STAR.

Charlotte de Witte didn’t simply come on board as the famous face of a finished campaign. While G-STAR spent the past year rethinking its womenswear, revisiting defining pieces and reconnecting with its distinctive denim DNA, Charlotte was already on the inspiration boards, according to Gwenda van Vliet.

“This one is close to my heart. Over the past year, our teams have been redesigning our women’s collection. Revisiting the pieces that made G-STAR what it is, reconnecting with our distinctive denim attitude and bringing a strong, modern female perspective to our design DNA,” says Gwenda van Vliet, Chief Brand Officer G-STAR. “Charlotte was on our inspiration... more