G-Star Raw taps Aitor Throup as creative consultant
G-Star Raw has tapped U.K. artist-designer Aitor Throup as creative consultant, the company announced earlier this week.
It’s a good fit for the Dutch denim-based label and the 33-year-old multi-tasking multi-hyphenate, whom we first told you about back in November 2013, when the retail-display-meets-art-installation of his collection went on display at H. Lorenzo.
The announcement said Throup would be working with the brand “on a variety of special projects, spanning both menswear and womenswear, with the ultimate aim of globally aligning the continuing G-Star ethos of denim innovation.”
Even though the news was announced April 30, Throup said the company first approached him several years ago about the prospect and to date he’s already got two G-Star Raw projects in his rearview mirror.
One was the concept for the label’s new global retail flagship as showcased in a new minimalistic and gallery-like store on London’s Oxford Street. Another was art directing the label’s spring and summer 2014 brand campaigns starring Magnus Carlsen and Lily Cole.
Throup told All the Rage that while there will be similar specific projects down the line, his current efforts are more general.
“I’m advising on more general non-specific issues,” he said. “Looking at the elements [of the brand] and figuring out a way to improve the message -- how to put the ethos of the brand across.”
G-Star Raw has two L.A.-area stores, one at 413 N. Rodeo Drive in Beverly Hills and another at 7966 Melrose Ave. in Los Angeles.
ALSO:
Aitor Throup turns menswear inside out
Lady Gaga threeASFOUR costume fetches $15,625 at auction
