GStar Raw is preparing to launch a marketing push to engage female consumers with the brand, an audience which largely has “no comprehension” of the denim retailer’s products.
The new campaign, featuring images captured by photographer Ellen von Unwerth, were shot in black and white to reflect a “raw elegance” and will launch simultaneously next month with new pocket designs on GStar Raw women’s jeans.
Speaking to The Drum at the Indaba Design Festival in Cape Town, global brand director Shubhankar Ray said the marketing push, which will play out on social media, marks a new direction for the brand.
Source: The Drum
Industry News