Pharrell Williams is all about good vibes – peace, love and of course, happiness. This is reflected in G-Star RAW’s AW16 advertising campaign, the brand which Williams is co-owner and “Head of Imagination” of.

Instead of a model or celebrity, the campaign stars G-Star’s own team and in its accompanying film seeks to “tell the story of what exists beneath the surface of the brand itself: the people that make it, their craft, and the spaces they occupy.” According to label, which is primarily known for its jeans and innovative sustainability efforts, casting these people for its AW16 campaign or “Family Portrait” reflects the brand’s “belief in equality and team effort.”

Williams has been collaborating with G-Star for a number of years now, but this relationship became more official six months ago when the musician announced that he had bought a stake in the brand. “G-Star is an independently minded and forward thinking company,” he said, “I believe they will be the definitive jeans brand of the 21st century. I am looking forward to be part of that mission and to co-create G-Star’s future.”