Twice a year G-Star RAW showcases the new season’s collection to media, influencers and stylists. The aim is to show newness and line up sourcing opportunities that result in editorial, social and online coverage.

The Challenge

Traditional media days, where media come to a venue to view product on racks and shelves, have become stale and predictable. We needed media to interact with the new product in a way that would drive interest and reflect the G-Star RAW brand personality.

The Idea

Launch the new collection at a studio venue in Bree Street on a first Thursday when Cape Town is abuzz with trendy ‘city sleekers’. Collaborate with popular entertainers who are already part of the G-Star TRIBE to provide entertainment on the night and make use of live mannequins to showcase the new collection.

The Solution

We created an interactive event. A clever venue layout that allowed models dressed in G-Star RAW’s newest collection to stand on elevated platforms amongst the crowd, upbeat live performances by G-Star TRIBE members Yanga Madlala and Gina Jeanz, and eye-catching denim backdrops guiding ‘Instagram-able’ moments on a festive First Thursday set the scene for a media day with a difference.

The Results

The highly interactive event allowed for better engagement with the product and the live mannequins were a stand-out feature that received much praise from media as they could see the product on an active silhouette. The festive spirit of First Thursday contributed to a great turn-out, while the photo-opportunity locations translated in event coverage. We had a 22% increase in media attendance compared to last year’s media day with visits from top tier publications such as Cosmopolitan, S Mag, IOL Lifestyle, Hype Magazine, GQ and Glamour. The revived format resulted in 273 social media posts on the night with an OTS of 4 237 166 – which is a 108% increase compared to the same period last year.

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