G-Star Raw has taken an unexpected (or not unexpected depending how you look at it) turn with their Fall/Winter 2010 advertising campaign. Norwegian chess prodigy Magnus Carlsen will join model and actress Liv Tyler, who is returning for her second G-Star campaign, as the new face of the brand. The campaign was shot in black and
white by Anton Corbijn who managed to make Carlsen look like anything
but a chess player.

Magnus Carlsen became a Grandmaster at the age of 13 and is the youngest player in history to become the world's number one ranked chess player. He is often described as the Mozart of Chess and is on track to become one of the brand's Raw Icons in the vein of Benicio del Toro or Dennis Hopper.