Pharrell Debuts His New G-Star Raw Collection at ComplexCon

Pharrell Williams x G-Star RAW Elwood X25 Collection
Courtesy of G-Star RAW

Pharrell Williams x G-Star RAW Elwood X25 Collection

In February, singer-songwriter-producer Pharrell Williams updated his already-packed fashion resume by taking part-ownership of Dutch clothing brand G-Star Raw and a new title: head of imagination. He debuted his first collection under that role this weekend at ComplexCon in Long Beach, California (where he also served as cultural director and host committee chair of the convention).

Among a life-size faux-Alpine installation, the “Happy” singer unveiled 25 pairs of printed denim, ranging from checker-print and plaid to tropical and camo motifs, all a part of the Elwoood X25 collection, which marks the brand’s 20th anniversary and a nod to its denim roots.

Williams -- who, in September, was named one of Billboard’s 25 Most Powerful People in Music Fashion -- is now more than a decade into a fashion design career that is rivaling his early-aughts music producing credits, when he was known for making hits for everyone from Britney Spears to Snoop Dogg. The 43-year-old did his first collaboration with Louis Vuitton in 2004 on a pair of now-iconic Millionaire sunglasses (which were reissued in 2007), then partnered with the French luxury house again in 2008 for a blinged-out jewelry collection. Since then, he has worked with Moncler, Adidas, Moynat, Colette, Timberland, Uniqlo and Bape on various collaborations. This year alone, Williams worked with both Chanel (on its Metiers d’Art collection) and Adidas (on the Native American-inspired Hu sneakers), before debuting his G-Star line. As co-owner, Williams has become involved not just with the designs, but also with the brand’s business strategy and advertising.

“This collection is about freedom of choice -- it’s about adding democracy to your wardrobe,” he said at the unveiling. “We’re not trying to tell people what to do and what to think, but just help them to express themselves openly.” Judging from his track record, telling people what to wear is one of the many things Williams aces.


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