Amsterdam-based G-Star today announced rapper Snoop Dogg as the face of its fall campaign. Titled “Say It Witcha Booty,” the effort was launched with a music-video style visual starring Snoop who raps alongside models filmed wearing the label’s denim against luxe Los Angeles locations.
Commenting on the effort, G-Star CMO Gwenda Van Vliet stated, “Snoop Dogg is a true original: best in class, real and outspoken. He is continuously re-inventing himself and he merges worlds in unexpected ways. Our joint campaign is bringing that philosophy to life, and is a tongue-in-cheek tribute to all denim booties.”
G-Star is co-owned by music creative Pharrell Williams, who was announced as a partner of the brand in 2016.
Enjoy a look at the campaign video below.