Using an all female ensemble, G-Star RAW has tapped an influential group of U.K. musicians, DJs, models, bloggers and journalists for a film titled “The Society” that breathes life into the label’s latest collection, in particular putting a spotlight on the label’s hands-free 5620 Elwood denim pouch pant.
Shot and directed by Sophie Jones and styled by Ayishat Akanbi and Neesha Sharma, the film showcases a group of women converging from different locations to meeting at a top secret location.
Joining forces to complete a mission, the film upends the negative stereotype of the insular female clique, replacing it with a #youcansitwithus mindset enabling the women to come together in a serious setting and complete whatever goal they set their mind to. The video’s music is a single called “Don’t Do It” by Gabi’el, who is among the cast.
We can’t help but love the film’s edgy, diverse cast and the fact the meeting is a serious one in which something important is clearly on the line. On the rare occassion of an all female ensemble, directors are often tempted to build in humor to make their focus more palatable and less threatening, a route Jones refreshingly chose not to take.
Cast
Fabienne: DJ/Stylist
Gabi’el: Singer
Yinka: DJ
Jyoty Singh: DJ
Mercedes Benson: Blogger
Alya Mooro: Journalist
Jade Avia: DJ
Delilah: Singer
Coral Kwayie: Model
Lola Coca: Singer/Rapper
Amira McCarthy: Singer/Model
Crew
Sophie Jones: Director
Neesha Sharma: Stylist
Ayishat Akanbi: Stylist
Brianna Fryer: Assistant Stylist
Grace Vee: MUA
Haley Miles: MUA
Moe Mukai: Hair Stylist
Regina Meessen: Hair Stylist
