What is RAW?

This is the question G-star RAW and Pharrell Williams asked in their latest campaign – and six inspiring ladies answered loud and clear.

When G-star RAW’S new co-owner Pharrell Williams was asked about the meaning of the word ‘raw’, his answer was succinct: “Raw is not a noun. Raw is a verb.” This reply inspired the concept for the Dutch clothing line’s spring/summer ’16 campaign – the idea of stripping back G-star RAW’S exterior to uncover what lies beneath, namely the people who work for and love the brand. So G-star RAW stepped beyond the product to ask a host of people for their definition of ‘raw’. After chatting to six creative SA talents, one thing become clear: the real meaning of raw is personal and can’t be explained. It has to be felt to be understood. Read on for their definitions of ‘raw’. Introspective, creative and curious, Lulama Wolf has a knack for fashion and is fascinated by the representation of beauty through the ages. Her keen eye for trends and talent for communicating these ideas in a variety of mediums results in unique images that reflect the human condition. On being raw, Lulama says, “No one ever sees the beauty of being raw. We are so diluted by what society thinks that we aren’t true to ourselves. My life’s mission is to get to know myself, and to find out

who I really am.”

Musician “I’m not a fan of ‘yes men’ and believe that honesty is the rawest thing.” Fashion blogger “Me being raw is revealing my strong sense of self and justice.” Fashion blogger “Being raw is being real and always trying to be a better human being.”