Few hours before last G-Star’s fashion show in New York at the Hammerstein Ballroom we talked to Rebekka Bach, the responsible for the women’s denim collection, and Patrick Kraaijeveld, from Sales Department. Both agree that working with silhouettes is basic for G-Star.
Just a few hours before the show and the clothes look nice at the backstage. Patrick explains: “From the whole collection you can see here, we make a selection of ten pieces for men and ten pieces for women and that’s what we sell later at the stores, so not the whole range”. What’s the most important thing for G-Star? , I ask Rebekka. “To push the boundaries and to explore new key silhouettes, new techniques, new fabric developments”. Rebekka is not only the responsible for women’s denim but also coordinates fabrics and silhouettes for the entire women’s collection. She talks about how important prints are in the next Spring-Summer 2010 collection and shows me the main print you can see at jackets, dresses and trousers, it looks like kind of fishes in dark blue, weird but beautiful. Going back to the first question Patrick adds: “We’re a brand, and as this brand we have to change the market, not run behind the market. For us, silhouettes are very important, I think slowly we found a system to work and assuming we can make a women’s collection that has it’s own look, its own field, it’s doing well”.
G-Star is not a usual denim company, as Patrick says, “normally in a denim label you don’t get the chance to make collections like these”. How do you plan the fashion shows? “What we want is to use the show to make a collection in-house, and the things we learn as a company from making all this garments is what we want to put back into the normal collection, so the thought behind this collection is that we learn so much that we show the capability of what we want, making tomorrow aesthetics.” Rebekka, in this research process the women became more feminine, do you agree with this? “Absolutely, what we aim for is to make a women’s collection more feminine but still denim, very denim related in fact, and we’ve been working very hard on pushing it into modern and very feminine. What we’re about to show today at the fashion show is what we call RAW elegant”. Is G-Star focused in the young market or not really? “We don’t believe in age”, says Patrick, “that’s underestimating your consumer, age is something… for me is like, who is 20?, or 30? or 50?, and this is how we look at clothes, so everybody can buy it and feel it, also if you see our pictures, you don’t see an age girl, if you see our advertising for example, it’s very wide range, and we feel confident with that”.
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Styling: Jordy Huinder @ Eric Elenbaas
Make up & Hair: Dennis Michael @ Angelique Hoorn
Models: Willemijn Koppelman @ SPS Models
& David Viersen @ A Models Amsterdam
All the clothes from the G-Star Spring-Summer 2010 collection
