G-Star explores uncharted territory, marrying denim and gymnastics in their latest campaign featuring 2024 gold medallist Rhys McClenaghan.

Denim and gymnastics are, by nature, sworn rivals; the laws of science present a whole load of problems, such as burst seams, friction, and restricted movement, to name a few. However, once more, the denim extraordinaires at G-Star are pushing the boundaries of design, offering an alternative universe where jeans and gymnastics can live together in holy matrimony. This ‘jean-nastic’ innovation is the product of the latest G-Star campaign featuring 2024 Olympic gold medallist Rhys McClenaghan.

 

The athlete showcased his excellence in Paris this summer; with true style and elegance, the Irish Olympian graced the city with his innovative trademark complex routines, genuinely setting a new standard for gymnasts. This is no obvious match; sportswear is one thing, but this campaign showcases a union of fashion and sportsmanship that highlights gymnastics’ beauty and elegance in well-tailored denim. What brings G-Star and Rhys together is their shared passion for pushing boundaries, taking craftsmanship to the next level, and blending denim and gymnastics in a powerful fusion of rhythm and art.

This unison, though unlikely on the surface, draws an effortless connection between fashion and sport, and Rhys makes total sense of it: “I’ve always seen gymnastics as a form of art, much like fashion. Collaborating with G-Star is an exciting opportunity to merge these two worlds. The idea of performing gymnastics in denim is something I never imagined, but it’s a perfect fit.”

 

The Olympian’s signature pendulum-adjacent movements on the pommel horse are showcased in the campaign, and G-Star’s Fall 2024 collection is a perfect match, featuring the mid-rise must-haves, the ‘Bend 3D’ and the 90s-inspired ‘Skater’, which aptly showcases the brand’s commitment to quality. This unexpected collaboration is a beautiful harmony of textiles, movement and form, utterly interwoven with dedication. Who would have thought bringing a top-class athlete and a denim brand together could create so much synergy, but once again, G-Star seem to push beyond the boundaries of conventional dressing.

 

Visit G-Star here to view the full AW24 collection.