G-STAR and Rembrandt House Museum present Etched Denim

G-STAR introduces a unique denim collection, presented in an exclusive exposition in the Rembrandt House Museum. Inspired by Rembrandt’s etching technique and his iconic self-portrait from the Rembrandt House Museum, G-STAR’s design team has combined cutting-edge laser technology and experiments on a wide range of denim fabrics. In this way, G-STAR pays tribute to age-old craftsmanship in an innovative way. The result is an exclusive denim collection and exhibition in the Rembrandt House Museum.

For the campaign, G-STAR chose different spaces within the historic Rembrandt House Museum, where Rembrandt himself once worked and lived. The imagery was captured by renowned Dutch fine art photographer, Philippe Vogelenzang.

“This unique project gives us the opportunity to translate Rembrandt’s distinctive technique in a contemporary way and bring his work to a younger, global audience. In collaboration with the Rembrandt House Museum, we have incorporated his iconic self-portrait into the denim collection. We believe that art has the power to unite worlds and connect them creatively. This collection is a fantastic example of that.” - Gwenda van Vliet, Chief Brand Officer of G-STAR.

The designers at G-STAR have taken Rembrandt’s self-portrait from 1639 as the basis, and used the latest laser technology to discover what types of denim, washings and coatings produced the best result. The artworks have also undergone subtle changes, with the occasional use of AI. The exhibition displays several highlights of Rembrandt’s printmaking and shows the research behind the latest denim collection. The exclusive, unisex collection comprises six carefully designed pieces: two unique denim jackets, two jeans, a denim shirt and a parka, with Rembrandt’s famous etching applied to the denim using laser technology.

The capsule collection is now available to shop at g-star.com and selected G-STAR stores worldwide. Prices range from €159.95 to €249.95. The Etched Denim exhibition is open to the public at the Rembrandt House Museum in Amsterdam, from November 2, 2024, until January 5, 2025.