Dutch jeans brand G-Star Raw has appointed Portas as lead strategic agency, in a bid to strengthen the G-Star brand in the UK.
Founded by Mary Portas, the brand consultancy and creative communications agency will help to translate the global brand strategy into a UK strategic marketing plan.
Its first task for the denim label has been the launch of G-Star's autumn/winter 2018 'Uniform of the Free' campaign in the UK.
The global campaign launched earlier this month, with the creative directors Amsterdam based creative agency HERC explaining that the "campaign is about freedom – and celebrating freedom in a Raw, authentic and intelligent way."
The first wave of activity to bring it to the UK took place in the brand's Oxford Street flagship store. The launch comprised two days of public events, including a curated series of partnerships with talent, from artists and spoken word poets to voguing dancers and photographers.
Caireen Wackett, managing director at Portas explained: "There’s an opportunity for G-Star UK to carve out a unique positioning to stand out in the denim category. Our ambition for G-Star in the UK is to position it from a jeans brand to a purpose-driven brand, and we’re excited to be working with them to deliver this vision."