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Raw Potential

G-Star Raw launch their fierce new campaign for AW '10

G-Star Raw’s latest campaign is fronted by the American beauty, Liv Tyler, which also features Norwegian chess Grandmaster, Magnus Carlson. The cult denim label is set to amass an even greater following for AW '10, with the unlikely coupling proving a fierce combination and mirroring the brand’s hardcore design philosophy. Shot by renowned photographer Anton Corbijn, in his fourth major campaign for the label, the images showcase what have now become urban essentials. Tyler and Carlson epitomise the impetus behind this season’s collection and one of the label’s key philosophies: the fusion of contrasting and unexpected elements.

On the runway this was most vividly displayed in their trademark destroyed denim trousers being paired with beautifully tailored jackets from the Correct Line range. The label’s penchant for the unexpected was also reflected in their use of actor Benicio Del Toro during the show; given the task of interrupting proceedings with spoken word pieces, the iconoclast’s performances became a sort of ‘art hijack’, fearless, unanticipated and relevant to the label’s ethos this season. In this context, it’s not hard to see why Magnus Carlson was selected to front the campaign with Tyler this season. Somewhat of a child prodigy, Carlson was suddenly catapulted into celebrity by becoming the youngest Grandmaster in history, at the tender age of 13. Well on his way to cementing an iconic status like Toro and Tyler, Magnus proves perfect agent for a brand that revels in the raw and unexpected.