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G-Star unveiled their “Say It Witcha Booty” campaign with Snoop Dogg as we speak. The rapper seems in a collection of images for the model — sporting their newest assortment, natch — and in addition recorded a customized model of his monitor, “Say It Witcha Booty.” The tongue-in-cheek marketing campaign helps to launch G-Star’s new “hardcore denim” assortment of jeans, apparel and accessories, with the collaboration dropped at life by a video that’s celebrates “denim booties” in all varieties, that includes males, ladies, islands, scorching air balloons and sure…even canines (er.. doggs?).
G-Star RAW says Snoop was the proper accomplice to collaborate with, with the model’s CMO Gwenda Van Vliet calling him a “true authentic.” Van Vliet says the model wished to work with Snoop as he “is at all times staying forward, reinventing himself and he dares to cross genres. Bringing completely different worlds collectively is one thing that’s true to us, and to Snoop.”
G-Star first approached Snoop for the marketing campaign six months in the past, with Covid restrictions forcing the Amsterdam-based model to shoot a lot of the content material remotely (“It’s actually wonderful what we’ve pulled off with each groups in such a short while,” Van Vliet tells Rolling Stone).
Whereas the rapper didn’t work instantly in designing the gathering, G-Star says his paw prints had been everywhere in the closing designs and marketing campaign. “We’ve been drawing inspiration from Snoop’s distinctive sense of fashion and the G-Star archives, fusing craftsmanship and avenue stage edge,” Van Vliet explains, highlighting items that merge the stark utilitarianism of G-Star’s European roots, with the individualism and free-spirited aesthetic of California tradition.
The design group additionally labored on a customized search for Snoop — a short-sleeved shirt impressed by a Nineties NATO cold-weather aircrew swimsuit and constructed from premium Japanese denim. The shirt is paired within the marketing campaign with the model’s Pilot 3D Slim denims, an progressive design primarily based on classic military air power pants.
The place to begin for the artistic ideas, meantime, was Snoop’s single, “Say it Witcha Booty,” which shortly turned the official soundtrack of the marketing campaign. “We’ve been pushing our model message, across the good denim match for some time – and the match with this monitor is a match made in heaven,” Van Vliet says.
The rapper re-recorded the monitor for the marketing campaign, and in addition performed a task within the decision-making course of for the ultimate images and video. “Snoop was very a lot concerned within the artistic and outspoken about what he likes and what he doesn’t,” Van Vliet says.
Whereas Snoop has fronted campaigns for every part from lighters to gin, that is the primary main style marketing campaign that the rapper has appeared in. For his half, Snoop says it was a no brainer to group up with G-Star RAW, having been a fan of the model and carrying their garments for years. “I’m teaming up with G-Star, as a result of we’re each pushing the sphere, staying forward, reducing the sting,” he says. “We’re each masters of our craft – main the sport. You recognize what I’m saying? We glance forward.”
Van Vliet’s philosophy on the marketing campaign is even less complicated: “Snoop is iconic, however he’s additionally accessible, similar to denim,” she says. “I consider [the campaign] additionally proves how two massive manufacturers can do cool stuff, with loads of respect for various backgrounds, by bringing worlds collectively in a artistic and lighthearted means.”
The G-Star RAW “Say it Witcha Booty” marketing campaign in collaboration with Snoop Dogg is out now. Pricing for the unisex assortment begins at $45 for a T-shirt, whereas sizing ranges from XS to XXL. Store the gathering and see extra pictures and movies with Snoop at g-star.com.
https://www.rollingstone.com/product-recommendations/way of life/snoop-dogg-g-star-raw-jeans-collection-1217553/ | Snoop Dogg x G-Star RAW Denim Assortment: Images, Pricing, Store Denims