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.

Glamour (South Africa) - - Glamour Promotion - Dancer Fash­ion blog­ger

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.”

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