In an unprecedented era of social distance and physical isolation, Jacquemus’ latest campaign finds surprising creative potential in the connective power of today’s digital technology.
Peep the campaign below.
SS24 women's fuses classic elegance with contemporary comfort. The capsule of interchangeable sports-inspired separates in shades of black and panna cotton utilizes a new material that provides support without boning or wires. Guttormsen noted that balancing comfort and support was crucial so she focused on harmonizing performance with precision tailoring.
SS24 men’s received a similar uptake, incorporating “fresh dimensions of materials and textures” and cool tones, like juniper and steel blue with vibrant pops of color. The capsule includes underwear, t-shirt staples, Bermuda swim shorts, and short sleeve shirts as well as a lounging pajama ensemble reimagined with knee-length shorts available in both classic black and a yarn-dyed shadow check pattern.
In a time dominated by trends, the two powerhouses stand apart, united by a shared commitment to authenticity and individuality. As Burna Boy eloquently puts it, "Every stitch, every fade tells a story." With G-Star, he finds a partner who understands that fashion is more than just clothing; it's a narrative — a dialogue between the wearer and the world. He goes on to say, "Our connection goes beyond fashion; it's about pushing boundaries and embracing authenticity."
As part of the collaboration, G-Star unveils two limited edition, premium Japanese denim looks designed exclusively for Burna Boy. From an ultra-long denim military coat to a hooded sleeveless jacket matched with loose jeans, each piece exudes effortless style and uncompromising quality.
To celebrate the release of the collection, we witnessed the first stop on his tour as Burna Boy took his place amongst a very elaborate stage design, featuring a live jazz band, pyrotechnics, a quartet of string instruments, and even a barbershop. On a warm Wednesday evening in Chicago, Burna performed an monumental 31 tracks for an exhilarated crowd as his dance crew took center stage donning a uniform of white overalls.
