G-Star Raw relaunches women’s line with Arc jeans campaign

Amsterdam-based denim brand G-Star Raw has announced the relaunch of G-Star Women through its ‘Own the Arc’ campaign. The initiative features Belgian electronic music artist Charlotte de Witte, who has signed a multi-year partnership as the brand’s global ambassador.

The campaign highlights the return of the Arc, a distinctive jean style first introduced in 2007. The design is characterized by twisted leg seams intended to follow the body’s movement rather than traditional straight construction. The updated collection includes new silhouettes such as the 3D Arc Slim and the 3D Arc Loose for women, alongside re-editions for men.

In addition to updated fits, the brand is incorporating sustainable fabrications, including Neo Raw, a C2C certified fabric that maintains a raw denim appearance after washing, and Passado, which utilizes a bio-based, algae-derived coating.