G-STAR launches Own the Arc, the first campaign in its multi-year partnership with Global Brand Ambassador Charlotte de Witte.
Created with Longstoryshort® and photographed by Marie Wynants, the campaign centres on the return of the Arc – one of G-STAR’s iconic denim styles – through a visual story built around the Arc de Triomphe.
At the heart of Own the Arc is one idea: the Arc has attitude, as if the jeans have already lived a life. Its distinctive shape gives the jeans a sculptural silhouette. The campaign connects the signature curve with the Arc de Triomphe and Charlotte’s own journey to the top. Her climb from the base of the monument to the top mirrors that journey: step by step, night after night.
– Gwenda van Vliet, Chief Brand Officer, G-STAR
“Charlotte has carved out her own path in an industry dominated by men, building her career from the ground up through focus, discipline and determination. That journey really resonates with us. She is a genuine source of inspiration for us and a powerful representation of this new chapter for G-STAR Women.”
Visually, the campaign stays true to G-STAR’s distinctive language: high-contrast black-and-white photography, heavy grain and bold, graphic compositions. Confident, sculptural posing gives the imagery a strong physical presence, while its stripped-back, nocturnal energy connects naturally to Charlotte’s techno world. The result is raw, direct and unmistakably G-STAR.
The campaign launches globally on 6 October 2026 across retail, wholesale, e-commerce, social and PR. The Arc is available at selected retailers and on g-star.com.
