Denim for doing things your way

Whether it’s Sid Vicious in his circulation-cutting drainpipes or Jimi Hendrix in those flares at Woodstock ’69 – everyone has their icon when it comes to denim. It’s the era-defying, identity-defining staple that resists fashion’s fickle tendencies and this season, G-Star Raw are putting the focus firmly on denim and individual style. The label wants jean lovers to hit Twitter, Instagram and beyond to take a side – sharing their favourite fit via the hashtag #tightorwide.

With an official campaign lensed by the iconic Ellen von Unwerth, their SS15 collection includes the low and loose 3D Tapered pair that have us thinking of 90s skater boys, boyfriend jeans and super slim skinnies – for those reluctant to shun the tight fit just yet. See the collection in the gallery above, and check out what happened when Pharrell teamed up with G-Star Raw at NYFW here.

All clothes by G-Star Raw; photography Daisy Walker; styling Samia Giobellina; hair Sven Bayerbach; make-up Lucy Joan Pearson using M.A.C Cosmetics; model Jackson at SUPA; lighting Chris X Jones; retouching LAH Retouch