G-Star RAW and Vitra Launch Prouve´RAW During New York Fashion Week

 

During New York Fashion Week, instead of models dressed in the fashions of the upcoming season, G-Star RAW made sure their presence was felt in a most unique way. The company transformed the Vitra store in the Meatpacking District into a gallery that showcased their latest venture --a collaboration with the estate of Jean Prouve´.

The G-Star design team scoured the archives of the famed French industrial designer with Joris Aperghis, Chief Marketing Officer explaining "We replaced materials with G-Star colors and aesthetics from the original designs." Materials like oak, stainless steel and canvas were used with the minimalist design of the furniture masking hidden details like headrests that snapped in the back and chair leg caps made of oak. Colorways were largely smokey grays, off-whites and the blonde of natural wood. It is indeed a collection that fans of the brand and arbiters of industrial design will covet.

Global Brand Director Shubhankar Ray gave a speech during the packed event that included Christian Siriano and jazz singer Corinne Bailey Rae stating, "[G-Star's] been long inspired by Prouve´design. The democratic purpose and usefulness of his designs match denim. Our mindsets are similar. Furniture like denim is meant to last a long time."

The collection will be available in the Vitra store for a limited time, however, G-Star RAW is one of the few denim brands revered for an ability to think outside the box and I suspect that we will see more collaborations like this in the future.