The philosophy behind G-Star RAW'S new campaign is to destroy to reconstruct. One of the stars of the Dutch denim company's new commercial, Keenan Kampa, reveals in a behind-the-scenes video interview that she basically had to deconstruct herself after joining the revered Russian ballet company, The Mariinsky. Formerly the Kirov, the company is credited with establishing the careers of three of the world's greatest dancers, Anna Pavlova, Rudolf Nureyev and Mikhail Baryshnikov. In the interview, the Virginia born and bred ballerina, the first American to join the ranks of the company, allows that she is being reconstructed as a new version of herself under the rigorous tutelage of the sacrosanct company.
G-Star RAW has been absent from Fashion Week since their last presentation here in 2011. Deciding to focus their energies on retail and street visibility, according to global brand director, Shubhankar Ray, the company has been channeling its resources into store openings and denim innovation. G-Star RAW was back on the scene last Tuesday night, with a jam-packed Fashion Week party at The Highline Hotel that featured a performance by Sergio Pizzorno, guitarist of British band Kasabian, and the other star of the new commercial, and appearances by many of fashion's A-listers. In addition to Kampa, who introduced Pizzorno to the crowd, the singer Natalia Kills showed up, as did model Erin Wasson, Grammy-winning singer Ne-Yo, model and socialite, Poppy Delevigne, the UK singer, Kate Nash, and a host of others. The venue was so packed that many guests took advantage of the hotel's vast and private courtyard to mingle and enjoy the last of summer's humid nights. The DJs Tennessee Thomas and Paul Sevigny took over after Pizzorno's set, and took the night away as cabs and SUVs pulled up curbside on 10th Avenue and disgorged more revelers through the hotel's old doors.
Besides the music, guests previewed the straight cut lenses of the new G-Star RAW Eyewear. The eyewear collection is recognizable for its distinct features such as channelled aviator frames, exposed screws and industrial references. There were also free-standing sculptures of G-Star's denim jeans and a limited selection of key collection highlights in denim for the next season.
The Highline Hotel opened in late Spring, and its former incarnation as the General Theological Seminary still lingers in the hotel's accents and architectural features. According to Vogue.com, its proximity to Milk Studios and the Chelsea gallery venues makes it the ideal downtown NYFW rest stop, especially with its Intelligentsia coffee shop. The 60-room hotel retained the building's original stained-glass windows, moldings, pine floors, fireplace mantels and stairwells. As location for a glittering Fashion Week party, it gave the G-Star RAW event a distinctly Fellini-esque vibe, recalling the sprawling gothic mansion of the film "La Dolce Vita's" set piece aristocratic party.