Jeans fight back against the yoga pants phenomenon? Maybe. G-STAR is underlining its core pillar – the anatomy and movement of the human body (in layman’s terms G-Star comfort).

The campaign, Anatomic Denim, by agency, longstoryshort, merges design innovation, visual storytelling, and art into one statement with a new denim collection, a global campaign by Jordan Hemingway, and an art installation in the form of a monumental Anatomic Denim Gorilla by Darwin, Sinke & van Tongeren.

“Anatomic Denim is the next step in G-STAR’s denim evolution, designing not just for the body, but with it in mind. Merging  our 3D legacy with art, science, and craftsmanship, we bring denim to life in a raw, expressive, unmistakably G-STAR way,” Gwenda van Vliet, chief brand officer, G-STAR. 

At the heart of Anatomic Denim is a cinematic and photographic campaign by cult director and photographer, Jordan  Hemingway, known for his visceral style and collaborations with Gucci, Prada, and Maison Margiela. The imagery features athletes from gymnastics, pole dancing, cycling, and calisthenics, but with all their usual apparatus removed. No rings, no pole, no bike. What remains is the human body in motion, clad in denim engineered to move with it. 

“From the very first call, I knew this one would be special,” Hemingway stated. “G-STAR is a brand with real heritage but what makes them exciting is their appetite for reinvention and boundary-pushing. This project was exhilarating in every sense, full of creative and technical challenges that demanded invention. Working closely with their team to solve them wasn’t just rewarding—it was a joy.”

Completing the project is The Denim Gorilla, a 3.5-metre sculpture created with Darwin, Sinke & van Tongeren, celebrated  for their mastery of fine taxidermy. Entirely crafted from denim, the piece explores anatomy and structure on a monumental scale. It is now on display at the Art Zoo Museum in Amsterdam and took centre stage during Amsterdam Fashion Week and CIFF Copenhagen. 

“This was never just about launching a product,” adds Joris Kuijpers, founder of Longstoryshort and creative lead on the  campaign. “It’s a true 360° idea, uniting denim innovation, movement, and art into one narrative: something you can wear,  experience, and stand before.”

Credits  
Client: G-Star
Agency: longstoryshort

Director & Photographer: Jordan Hemmingway
Production Company: Lafour
DOP: Nicolai Niermann 
Executive Producer: Chiara LaFour 
Producer: Olwyn Fagan  
Editor: Fleming Mason 
VFX: Purple Martin Studio & Microdot 
Post Producers: Jonathan Davies & Ollie Baron  
Colourist: Conor Coolbear 
Post-production: The Compound
Music & Sound design: DJ Speedsick