G-Star RAW embraces the young, bold and free kings and queens of our time by featuring bass royalty, Manthe Ribane and DJ Lag in their latest campaign entitled #UniformoftheFree.
The G-Star F/W ‘18 campaign (South Africa’s Spring!) champions a range of confident, inspiring and captivating individuals: from urban cowboys to hip-hop ballerinas, female dirt bikers to urban climbers, who step beyond pre-established rules, push boundaries and celebrate the freedom of doing it their way. The result is an ode to freedom, with compositions that hone in on the distinguishing attitudes and skills of each talent. The ‘Uniform of the Free’ collection is styled and custom-fitted to each individual, bringing their special talent center-stage – bold and unafraid.
In a sweeping photo shoot for Instagram featuring images by Imraan and Haneem Christian last month, G-Star RAW describes Manthe as “the matriarch, the artist, the dancer, the sister and the mentor… who possesses an intangible grace and magical power that commands attention wherever she goes.”
DJ LAG on the other hand, has just arrived in London for the shoot of his music video for ‘Drumming’ off his latest Stampit EP. He’ll be joined this weekend by award-winning percussionist Moses Boyd, both donning G-Star RAW ‘Uniform of the Free’ threads, emulating the freedom, power and expression that the drums hold for them, resonating through G-Star RAW’s embodiment in its range.
“The drum means Gqom! It is the only way to express myself and to connect with people all over the world. Growing up in Durban, drum-based house was always around us. Drums are an important part of South African music culture.”
— DJ LAG
We’re looking forward to seeing the finished product of a very natural fit. Follow along on @djlag_internationalpantsula and @GStarRaw_SouthAfrica for the #UniformoftheFree campaign on Instagram to stay on top of this inspiring visual collage.