Burna Boy is star of new G-Star campaign

​G-Star had big news about its new campaign on Monday with Grammy-award winning Afro-Fusion artist Burna Boy fronting the video and images, following previous ambassadors who included Pharrell Williams and Snoop Dogg.

Known for his fashion sense as well as his music, G-Star said he’s “a great match” for the label “because both the artist and the brand continually reinvent themselves and follow their own path.

The video for the collab features his new song ‘On Form’ and was shot in London by director Dave Meyers, who’s known for his music videos for artists such as Kendrick Lamar, Travis Scott, and Billie Eilish. 

The campaign was originated by brand creative director Joris Kuijpers and executed by the G-STAR team with black-and-white imagery that we’re told “pays homage to G-Star’s creative heritage, yet with a contemporary twist, and shows Burna Boy’s dance crew performing his singular ‘stomp’, spreading his infectious rhythm trough the city”. 

Burna Boy said of all this: “Denim 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. Our connection goes beyond fashion; it’s about pushing boundaries and embracing authenticity.”

The video is online now but aside from that, the wider campaign will be seen through multiple channels including outdoor, online, TV, social media and cinema from 19 February in the brand’s “most important markets”.