As co-owner of Dutch denim brand, G-Star Raw, Pharrell Williams launches his very first collection with the brand for the spring/summer of 2017. With the campaign’s focus on the Elwood X25, the brand showcases its forthcoming garments with a lookbook starring the “Happy” singer and Dutch model/artist Marte Mei van Haaster.

Launched as a fresh interpretation of the 3D G-Star icon that celebrated its 20th anniversary in 2016, the G-Star Elwood X25 collection features 25 prints curated by Pharrell Williams. Inspired by original checks, camouflages and traditional patterns from all over the world, the 25 prints featured in this collection are meant to represent individuality while also providing comfort and style.

The G-Star Raw spring/summer 2017 campaign reinforces the message of freedom of choice that has inspired the 25 unique prints. The prints come in an array of vibrant industrial and pastoral scenarios, bringing the spirit of the collection to life. The Elwood X25 campaign is accompanied by a behind-the-scenes short feature film and several visual snippets, all shot in analog film. The outcome of the video, along the launch of G-Star Elwood X25, reflects Pharrell's personality and style, one of the reasons the Grammy-winning artist has always been considered a trendsetter.

The G-Star Elwood X25 will be in stores starting, Thursday, Feb. 16, at select G-Star Raw locations.

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