G-Star collaborated with Irish Olympic gymnast, Rhys McClenaghan, for their fall 2024 ad campaign.
This partnership highlights G-Star’s commitment to pushing boundaries by combining high-performance athleticism with innovative denim design. McClenaghan, known for his exceptional skills on the pommel horse, is featured performing his signature moves while wearing G-Star’s latest denim innovations.
The campaign introduces the Bend 3D jeans, a new silhouette that emphasizes freedom of movement with its anatomical design and looser fit.
“I’ve always seen gymnastics as a form of art, much like fashion,” comments McClenaghan. “Collaborating with G-Star is an exciting opportunity to merge these two worlds. The idea of performing gymnastics in denim is something I never imagined, but it’s a perfect fit.”
This collection also includes the Skater fit jeans for women, inspired by skateboarding, which are high-waisted and loose-fitting, bringing a fresh twist to the classic baggy jeans style. You can check out these jeans worn by the female dancers in the video below.
In the campaign video, directed by Felix Brady, the Olympic medalist shows off his signature pendulum-like movements on the pommel horse, sporting the “Art of the Raw” purveyor’s fall 2024 denim collection.
McClenaghan is also featured in many other denim styles like the above mentioned Bend 3D, a mid-rise loose-fit. As well as the Lenney, a low-rise, bootcut style.
You can shop for G-Star on their website, at Nordstrom, and at Macy’s.
