G-Star's Head of Imagination, Pharrell Williams, Defines "Raw" for Fall Campaign

G-Star Family Portrait - H 2016
Courtesy of G-Star

Plus, a behind-the-scenes look at the company's Amsterdam headquarters.

Pharrell Williams is a wearer of many hats. In addition to his titles as singer, producer and occasional reality TV show judge, the 43-year-old has another very important role as the co-owner and head of imagination at G-Star. 

For the denim brand's fall campaign, Williams is also front and center, answering the question "What is raw?" to promote the new G-Star Raw collection. In the company's promotional video, the singer slash fashion icon defines the word as "what is underneath" — in this case, the people behind the clothing itself, including designers, engineers and, yes, Williams too.

In addition to the video, which includes a behind-the-scenes glimpse at the company's Amsterdam headquarters, the campaign also features a "family portrait" of the G-Star crew, all decked out in perfectly distressed denim, of course. Digital shorts about the company's 3-D-denim construction, as well as its commitment to sustainability, will also roll out as part of the campaign.

In a release for the collection, Williams added, "Raw is not a noun, raw is a verb." And here we always thought it was an adjective.

Watch the video below: