The Latest video from New Face of G-Star Gemma Arterton along with her new Blog.

We shot the current G-Star ad campaign in sunny Marseille, at an apartment building designed by the famous, Swiss architect, Le Corbusier in the 1920s.

The photographer was the acclaimed Anton Corbijn, whose work I’ve admired forever. He’s the man behind some of the music industry’s most well-known album covers – including most of U2’s – as well as the director of dozens of distinctive music videos. He also helped creatively mould the image and brand for Depeche Mode, who I love!

Anton runs a really relaxed set and I can honestly say it was one of the most enjoyable photo shoots I’ve ever been on. He allowed me to just fool around and be myself and I think the shots for the campaign show how much fun we were all having. He also played an incredible soundtrack throughout the shoot.  This behind-the-scenes video shows you a little bit more, including some great shots of the very distinctive and striking building.

Obviously, Anton is also now a successful feature film director – Control, his award-winning film about Joy Division’s lead singer, Ian Curtis, blew me away and I’m hearing great things about The American.  I look forward to the next shoot with Anton!

G-Star at Bread and Butter Berlin 2011

Check out the video from www.g-star.com showing their Spring/Summer 2011 collection off at Bread and Butter Berlin!

Gemma Arterton's guest G-Star Blog

This is Gemma Arterton's blog from gemma.g-star.com keep checking it for more updates from the new face of G-Star. Gemma says:

This past weekend I had a great time co-hosting my first G-Star RAW Night.

RAW Nights give G-Star the chance to bring the essence of what the brand is to life. They take over a location somewhere in the world and turn it into something totally different. G-Star is very much involved in the art and film world and photography and all sorts of creative arts and they use an event like this to present talent from all of these areas in a ‘live’ setting.

The transformation of these venues into something more unexpected, combined with the mix of live performance, art and music, allows guests to experience what G-Star’s clothing collections are all about.  They have used many different platforms  like 3301 Raw Records, Raw Rhythm Festival, Raw Gallery and RAW Nights (all on the G Star website). Previous hosts for these incredible G-star nights have included the Japanese photographer and artist, Hiromix, in Tokyo; the Oscar-nominated actor and artist, Dennis Hopper, in LA; and even the U.N. at the event in New York.

For our event, we took over an amazing old church in Mayfair and transformed it into a mixture of an art gallery, DJ stage, party and live art; combining so many of the things I’m passionate about. The incredible photographer, Anton Corbijn, who has shot all of the G-Star campaigns so far, displayed over 300 of his unseen work.  Being a massive fan of his, these pictures blew my mind!  The brilliant graffiti artist Fin DAC (Beautiful Crime) – a friend of mine – did a live art show (of a campaign image) and I was so excited about the XX,  one of my favourite bands at the moment, who DJed.  The crowd were cool and typically ‘London’ and the party was a great success!

Thanks for the support everyone!

Gemma

G-Star RAW Party Night

New face of G-Star Gemma Arterton attends the G-Star Raw UK Night Party held at One Mayfair on Thursday (January 13) in London, England.

The 25-year-old British actress is now the face of G-Star’s new Spring/Summer 2011 ad campaign, as captured by Anton Corbijn.

“I’ve always loved the G-Star campaigns and am really, really thrilled to work with the brand,” she told US Weekly. “The brand is ultra-modern, cool and quite unusual. It’s very different to any jean brand. It’s very edgy, raw and fresh.”

Gemma Arterton - The new face of G-Star

Gemma Arterton sure looks good in denim!

The British bond girl and star of Clash of the Titans has been named as the new face of G-Star Clothings Spring/Summer 2011 global advertising campaign

"I've always loved the G-Star campaigns and am really, really thrilled to work with the brand," the actress said in a statment. "The brand is ultra modern, cool and quite unusual. It's very different to any jean brand. It's very edgy, raw and fresh.

Shot by photographer and filmaker Anton Corbijn, Arterton - who turned 25 on Wednesday -says she loved the "rock and roll vibe" of the shoot.

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(Sourced from: http://www.usmagazine.com/stylebeauty/news/see-gemma-artertons-springsummer-g-star-campaign-2011131)

G-Star Show how to use social media affectively

G-Star Raw shows how an urban clothing brand can use social media to engage consumers around its products and stores. However, while current customers “love” the collections and “next level design”, potential customers “can't find” where to buy G-Star products.

The Dutch urban clothing brand, G-Star Raw, has over 250,000 fans on its Facebook page. G-Star uses a mix of social media content featuring fashion collections, celebrities and lifestyle features to promote their latest collections and flagship stores.

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