G-Star Australia is ready to swipe right on life after collapse.
G-Star Raw assumed control of its local operations after the collapse of its franchise partner Denim Enterprises this year.
Now the brand is set to help consumers secure their perfect match.
G-Star will launch a Tinder-inspired denim tool and campaign to tie in with a television commercial airing on Channel 10 next week.
The optimised tool allows users to swipe right or left to match with denim items.
Customers are asked a series of quickfire questions to find out “How do you wear yours?”.
In conjunction with the launch of the tool, G-Star will unveil its second campaign with Ellen von Unwerth.
Seen as a departure from G-Stars previous campaigns, van Unwerth hand-picked new faces from all over the world.
The campaign combines familiar faces of the brand alongisde the new additions.
These include Von Unwerth’s muse Camilla Christensen, returning following her appearance in G-Star’s spring/summer 2015 campaign.
Here is a sneak peek of the TVC.