BUILDING DESIRE THROUGH CULTURE & COMMUNITY

To launch their global advertising campaign ‘Uniform Of The Free’, G-Star held a series of Weekenders around the world celebrating the most exciting upcoming creative talent local to each city, who embodied the idea of the campaign. Jaden Smith, who stars in the campaign, launched London’s Weekender with an exclusive in store gig, supported by a program of live influencer events in partnership with Tik Tok.