G-Star is delving into the art world for its latest collection.
The denim brand is releasing a new six-piece collection on Thursday inspired by Dutch artist Rembrandt and his etching techniques, specifically his self-portrait on display at the Rembrandt House Museum in Amsterdam.
The collection offers two denim jackets, two jeans, a denim shirt and a parka all designed with a denim etching that was applied through laser technology. The styles range in price from 159.95 euros to 249.95 euros and is available at G-Star stores and website.
“This unique project gives us the opportunity to translate Rembrandt’s distinctive technique in a contemporary way and bring his work to a younger, global audience,” said Gwenda van Vliet, chief brand officer at G-Star. “In collaboration with the Rembrandt House Museum, we have incorporated his iconic self-portrait into the denim collection. We believe that art has the power to unite worlds and connect them creatively. This collection is a fantastic example of that.”
According to G-Star, the brand used Rembrandt’s self-portrait from 1639 as the base for its design and experimented with different types of denim, washes and coatings to produce the best result.
Styles from G-Star’s Rembrandt collection.
Courtesy of G-Star
Rembrandt’s etchings are also spotlighted at a new exhibition at the Rembrandt House Museum.
“The house Rembrandt lived in was already a creative hub in the 17th century,” said Milou Halbesma, director of the Rembrandt House Museum. “Everything revolved around creativity, innovation and craftsmanship, a tradition that is still alive today. We want to inspire the world with Rembrandt’s life, work and artistic genius by inviting artists and established designers, but also new creatives, to make new works. We are proud of our collaboration with global brand G-Star, which, like Rembrandt, has become a leading name in Amsterdam. With their innovative variation of Rembrandt’s etching technique, they add a wonderful chapter to the story of Rembrandt’s home as the House of Craftsmanship.”
To celebrate the collection, G-Star shot the campaign at the museum, where the artist once lived and worked. The campaign was photographed by Philippe Vogelenzang.
