G-Shock Features Skaters Rolling Around the Tretyakov Gallery

By: Erica Francis - Aug 9, 2016
References: gshock & fubiz.net
G-Shock's lookbook for its Spring/Summer 2016 collection features skaters in the State Tretyakov Gallery in Moscow. The images are a stark contrast of what one would expect to see in an art gallery, but that's what makes the shots so appealing. They come across as rebellious and youthful with the streetwear-adorned men posing in front of Russian art pieces with their tattoos, skateboards and bikes; some images even feature the boys break dancing and skating through the gallery. Aside from product close ups, almost every shot unassumingly displays G-Shock watches on the skater's wrists.

The stark contrasts between street culture and the classic art museum make the lookbook images eye-catching. The catalog would appeal to young Millennial men who are looking for ways to express their individuality and rebel against the norm.