,Table of Content
Article 1: G-Star Raw celebrates 30th anniversary with recyclable fashion show 3
Article 2: G-Star Raw Announces Sustainable ‘Dyed by Nature’ Collection 5
Article 3: When it Comes to Innovation, G-Star Raw Thinks Like a Start-Up 7
Article 4: G-Star Raw Completely Transforms the Denim Production Process 10
Article 5: Pharrell Williams Announced As Co-Owner Of G-Star RAW 12
Article 6: G-Star Raw rolls out UK stores 15
Article 7: G-Star Raw has new CMO as it prepares to deliver “new point of view” 17
Article 8: FALL 2011 READY-TO-WEAR: G-Star 19
General analysis 21
References 22
,Article 1: G-Star Raw celebrates 30th anniversary with recyclable fashion show
aruka Srivastav
By T
Fashion brand G-Star Raw celebrated its 30th anniversary with a fashion show held against the
backdrop of a recyclable set design.
The set was created by event management company Auditoire Asia and featured guests sitting at an
Unloading Zone, a display of the denim innovator, an upside-down denim horse; a tricked-out kayak;
and stylish denim motor
The show opened with a performance with 'industrial-inspired' models hammering percussion to a
rhythm on a giant scaffold structure, reminiscent of the framework that held up the Apollo missions
before launch. As sirens blasted out, indication ignition, LED spots on the floor carved out pathways
for the dancers and models, who walked in 'V' shape.
The show conception was led by Penelope Guerineau, executive creative director at Auditoire Asia.
Penelope Guerineau said: “Fashion presentations often inspire and embrace the big ideas and, in that
sense, can push the boundaries of creativity. We have also arrived at a very interesting moment, where
there is a growing demand from the fashion industry for stronger emotional story-telling, in which
feeling and experience are central in delivering an authentic message.”
Actors Present/Absent Implicit/Explicit How: strategies of
exclusion and/or
impersonalization
G-Star Raw Present Explicit Objectification
Fashion brand G-Star Raw Present Explicit Objectification
Event management Present Explicit
company Auditoire Asia
Featured guests Present Explicit Assimilation as a
collective
‘Industrial-inspired’ models Present Explicit Assimilation as a
collective
Penelope Guerineau Present Explicit Individualisation
Fashion presentations Present Implicit Objectification, people
within the fashion industry
who present fashion
Clients Absent Clients are absent in the
last paragraph, clients have
, a big influence on the
demand. Backgrounding, it
is generally known that
clients have an influence
on the demand of a product
Fashion industry Present Explicit Menotonemy
The journalist Taruka More or less Both are possible here; his
Srivastav present name is mentioned but he
is not present in the rest of
the text
Active and passive actors
Active players Extracts from the texts in which they are active
G-Star Fashion brand G-Star Raw celebrated → active verb
with a degree of agency
Penelope Guerineau Penelope Guerineau said → active verb with a high
degree of agency
Passive players Extracts from the texts in which they are active
Fashion industry Growing demand from the fashion industry → no
agency
Personal and impersonal actors
Personal actors How?
Penelope Guerineau Use of full name (nomination)
Article 1: G-Star Raw celebrates 30th anniversary with recyclable fashion show 3
Article 2: G-Star Raw Announces Sustainable ‘Dyed by Nature’ Collection 5
Article 3: When it Comes to Innovation, G-Star Raw Thinks Like a Start-Up 7
Article 4: G-Star Raw Completely Transforms the Denim Production Process 10
Article 5: Pharrell Williams Announced As Co-Owner Of G-Star RAW 12
Article 6: G-Star Raw rolls out UK stores 15
Article 7: G-Star Raw has new CMO as it prepares to deliver “new point of view” 17
Article 8: FALL 2011 READY-TO-WEAR: G-Star 19
General analysis 21
References 22
,Article 1: G-Star Raw celebrates 30th anniversary with recyclable fashion show
aruka Srivastav
By T
Fashion brand G-Star Raw celebrated its 30th anniversary with a fashion show held against the
backdrop of a recyclable set design.
The set was created by event management company Auditoire Asia and featured guests sitting at an
Unloading Zone, a display of the denim innovator, an upside-down denim horse; a tricked-out kayak;
and stylish denim motor
The show opened with a performance with 'industrial-inspired' models hammering percussion to a
rhythm on a giant scaffold structure, reminiscent of the framework that held up the Apollo missions
before launch. As sirens blasted out, indication ignition, LED spots on the floor carved out pathways
for the dancers and models, who walked in 'V' shape.
The show conception was led by Penelope Guerineau, executive creative director at Auditoire Asia.
Penelope Guerineau said: “Fashion presentations often inspire and embrace the big ideas and, in that
sense, can push the boundaries of creativity. We have also arrived at a very interesting moment, where
there is a growing demand from the fashion industry for stronger emotional story-telling, in which
feeling and experience are central in delivering an authentic message.”
Actors Present/Absent Implicit/Explicit How: strategies of
exclusion and/or
impersonalization
G-Star Raw Present Explicit Objectification
Fashion brand G-Star Raw Present Explicit Objectification
Event management Present Explicit
company Auditoire Asia
Featured guests Present Explicit Assimilation as a
collective
‘Industrial-inspired’ models Present Explicit Assimilation as a
collective
Penelope Guerineau Present Explicit Individualisation
Fashion presentations Present Implicit Objectification, people
within the fashion industry
who present fashion
Clients Absent Clients are absent in the
last paragraph, clients have
, a big influence on the
demand. Backgrounding, it
is generally known that
clients have an influence
on the demand of a product
Fashion industry Present Explicit Menotonemy
The journalist Taruka More or less Both are possible here; his
Srivastav present name is mentioned but he
is not present in the rest of
the text
Active and passive actors
Active players Extracts from the texts in which they are active
G-Star Fashion brand G-Star Raw celebrated → active verb
with a degree of agency
Penelope Guerineau Penelope Guerineau said → active verb with a high
degree of agency
Passive players Extracts from the texts in which they are active
Fashion industry Growing demand from the fashion industry → no
agency
Personal and impersonal actors
Personal actors How?
Penelope Guerineau Use of full name (nomination)
