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 creative SA talents, one thing became 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’.
Thithi wears 3301 High Waist Skinny Jeans and Hooded Jacket
Fashion blogger, @ teeteeiswithme
A passion for media has led entrepreneur Thithi Nteta to self-made success in the blogosphere. A firm believer in compassion and kindness, Thithi is committed to making a positive impact on her environment. “My rawness stems from showing up for the people that I love and making sure they know I did my best for them. There are misconceptions about me from what people see online but being raw is being real and always trying to be a better human.”
Nonku wears Core Boyfriend Shirt and 5620 G-Star Elwood
Musician, @ nonkulululu
Growing up in the music industry has afforded Nonku Phiri the luxury of watching and learning from the best of the best on the most esteemed stages. Inspired by Brenda Fassie and Lebo Mathosa, Nonku’s soothing tones pay homage to the queens of pop and performance, but she’s determined to find her own unique and innovative sound in the music scene. “Honesty is the rawest thing,” she says. “Truthfulness with self and translating that into honest action and character. I’m not a fan of yes men, a raw critique is appreciated when it comes from a loving and honest space.”
Aqeelah wears Green Coat, Cropped Sweater and White Jeans
Fashion blogger, @ fashionbreed
A natural born leader, Aqeelah Harron Ally isn’t afraid to challenge norms. Through her writing and dress sense, she makes statements about society’s perception of gender and describes her own style as possessing both feminine and masculine qualities. Aqeelah may appear soft on the outside, but she has an inner strength that has her fighting for what is right rather than what is easy. “Me being raw is showing my different personalities and revealing my strong sense of justice. I defend what I believe in and I will always stand up for myself and those I love.”
Discover more stories from Tarryn Alberts (@ tarryn_tnt), Lulama Wolf (@ lulamawolf) and Luthando ‘Lootlove’ Shosha (@ lootlove) in your November issue of GLAMOUR.
Learn more about G-Star RAW’s campaign here.
