# Singer-Starring Denim Editorials The G-Star Collection's Lookbook Features Its Co-Founder Pharrell By Riley von Niessen | Published 2016-08-31 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/gstar-collection References: [highsnobiety](http://www.highsnobiety.com/2016/08/31/g-star-pharrell-raw-fw16-campaign) & [g-star](https://www.g-star.com/en_us) For the Fall/Winter 2016 G-Star collection, the brand's well-known co-owner, [Pharrell Williams](https://www.trendhunter.com/trends/luxury-menswear-campaign), modeled some of the latest looks himself for a lookbook that's intended to ask its viewer "What is RAW?" It's reported that the [singer answered this](https://www.trendhunter.com/trends/pour-homme-and-neighborhood) by saying simply "RAW is not a noun, RAW is a verb." With this in mind, the [latest G-Star collection](https://www.trendhunter.com/trends/shaboozey-and-matty-matheson) aims to reveal "what exists beneath the surface of the brand itself, the people that make it, their craft, and the spaces they occupy." In order to do this, consumers are welcomed by the brand to learn more about its beginnings and what goes on behind-the-scenes by checking out its website, where they can find a number of promotional videos and interviews with some of its employees. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 94% | Activity: 91% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Interactive Lookbooks:** Opportunity for brands to engage consumers by creating immersive online experiences that reveal the story behind their collections. - **Celebrity-driven Advertising:** Brands can leverage the influence of well-known personalities to enhance their brand image and engage with a wider audience. - **Branded Content Marketing:** Creating compelling and informative content about the brand's origin and behind-the-scenes activities can build consumer trust and loyalty. ### Who This Affects Most - **Fashion:** Fashion brands can adopt interactive lookbooks and celebrity-driven advertising to create unique brand experiences and increase customer engagement. - **Entertainment:** Celebrities can collaborate with brands to create immersive advertising campaigns that connect with fans and promote brand awareness. - **Marketing and Advertising:** Branded content marketing strategies can help companies build brand reputation and connect with consumers on a deeper level. ## Related on Trend Hunter - [Sculpted Denim Capsules](https://www.trendhunter.com/trends/anatomic-denim.md) - [Denim-Wrapped Private Planes](https://www.trendhunter.com/trends/gstar-raw1.md) - [Rapper-Collaborative Streetwear Capsules](https://www.trendhunter.com/trends/p-by-gunna-collection.md) - [Singer-Led Fashion Campaigns](https://www.trendhunter.com/trends/pour-homme-and-neighborhood.md) - [Celebrity-Backed Luxury Menswear Campaigns](https://www.trendhunter.com/trends/luxury-menswear-campaign.md) - [Physical Wearables Collections](https://www.trendhunter.com/trends/physical-wearables-collection.md) - [Designer Fashion Collabs](https://www.trendhunter.com/trends/comme-des-garons-gdragon.md) - [Singer-Collaborative Fashion Capsules](https://www.trendhunter.com/trends/joe-jonas-and-scotch-soda.md) - [Intergenerational Fashion Series](https://www.trendhunter.com/trends/gapstudios-fw25.md)