G-Star Raw & Top Chef’s Marcel Vigneron were thrilled to host VIP guests and invited patrons for an evening of shopping, cocktails, and hors d’oeuvres on May 15, 2012 from 7pm – 10pm. The combination of two highly recognized names within the fashion and food industry created quite a media buzz around an exclusive VIP Shopping Event at G-Star Raw’s flagship store on Rodeo Drive in Beverly Hills, CA.
The name G-Star Raw is intriguing as an internationally renowned denim brand that produces RAW untreated or unwashed jeans, popular within the fashion industry and amongst celebrities. Celebrities such as Jay-Z, Justin Beiber, Nicholas Holt, Liv Tyler, and Clemence Poesy have been photographed wearing the high end label. It is the successful formula of comfort, fit, and edgy street appeal that resonates with the brand’s target audience.
High profile celebrities, features in editorials, and the production of fashion shows raises awareness, however; it is the continuous experimentation and product development that maintains consistent quality and brand loyalty. Perfectionism by Head Designer Pierre Morisset in obtaining the perfect fit, acute attention to detail, and a philosophy of staying true to the authenticity of G-Star Raw has maintained its recognition as one of the most elite global denim brands.
Concepts in military influence not only reflect styles and intention of G-Star Raw, it also expresses overall image of the brand. Entering the Rawdeo Flagship store, visual presentation of merchandise and overall layout of the store impressive in detailed window displays, flawless denim folds, and ‘Fashion Concepts’; highlight color trends for this season.
As guests dined on the tasty hors d’oeuvres of Top Chef’s Marcel Vigneron, a particular favorite of the fashion crowd being Marcel’s ‘Dragonballs’ Rice Krispy treat, Operational Manager for G-Star Raw, LeHang, was available for an intricate look into the latest developments of the line.
Discussing in detail the brand history, clientele as well as overall success of the denim brand, one realized a major component to the success of the G-Star Raw is the talent. Ultimately, the core of the brand’s philosophy - innovation - will allow this fairly young company continued success as a leader within the denim market.
Photography by Celebrity Stylist Tiffany La Vonne