G-Star Raw celebrates 30th anniversary with recyclable fashion show

Fashion brand G-Star Raw celebrated its 30th anniversary with a fashion show held against the backdrop of a recyclable set design.

The set was created by event management company Auditoire Asia and featured guests sitting at an Unloading Zone, a display of the denim innovator, an upside-down denim horse; a tricked-out kayak; and stylish denim motor

The show opened with a performance with 'industrial-inspired' models hammering percussion to a rhythm on a giant scaffold structure, reminiscent of the framework that held up the Apollo missions before launch. As sirens blasted out, indication ignition, LED spots on the floor carved out pathways for the dancers and models, who walked in 'V' shape.

The show conception was led by Penelope Guerineau, executive creative director at Auditoire Asia.

Penelope Guerineau said: “Fashion presentations often inspire and embrace the big ideas and, in that sense, can push the boundaries of creativity. We have also arrived at a very interesting moment, where there is a growing demand from the fashion industry for stronger emotional story-telling, in which feeling and experience are central in delivering an authentic message.”

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