In their newest ad campaign video G-Star Raw teamed with world champion Kamira Samuel and Broadway performer Lee Howard to bring the denim to life in a performance choreographed by Jack Evans. Set in two sparse locations, the dancers move and react to the sound of the other’s tap. The result is a “perfect synergy of dance, music, and denim,” the brand stated.
“Tap dance is so often used as a gimmick. A flash, polished accessory,” Evans said. “The simple premise of two characters in separate locations communicating transcendently through rhythm gives a contemporary lens for us to view tap dance in its rawest, most natural form.”
In the video two In their newest ad campaign video G-Star Raw teamed with world champion Kamira Samuel and Broadway performer Lee Howard to bring the denim to life in a performance dancers are at separate ends of a building, then become aware of each other as one taps and the other answers. What follows is an intense and silent face-off of rhythm and skill.
“The Rhythm of Denim” promotes G-Star’s RAW Hardcore Denim collection. And while tap dancing might not be the most intuitive way to showcase the durability and craft of the material, these things can somehow be felt.
In G-Star’s video, Samuel and Howard wear the brand’s new bomber jackets and jeans. Other highlights from the Hardcore Denim line include a women’s denim jumpsuit, trench coat, and ultra-high wide-leg jeans. The men’s line includes the Grip 3D tapered jean and straight tapered cargo jean.