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G-Star tap rock and ballet royalty for new campaign

Denim brand G-Star has unveiled Kasabian guitarist Sergio Pizzorno and Keenan Kampa from the Russian Mariinsky Ballet Company as the new faces of the label.

The duo follows in the footsteps of other G-Star ambassadors Magnus Carlson, Clémence Poésy, and Liv Tyler who were also selected by the brand for being “unexpected talents who are at the top of their game”.

Kampa was the first American to be accepted into the Russian Mariinsky Ballet Company, while Sergio, switched his career path from football to music. He said: “I told my careers adviser I wanted to be centre forward for Leicester City. When he said ‘no’ I thought I’d be in a rock ‘n’ roll band.”

The announcement came as G-star presented its spring 14 collection at streetwear trade show Bread & Butter in Berlin. New denim styles for the brand include the Type C, the latest shape in the 3D denim line for both men and women. The Type C is constructed with a tapered fit and elongated rear pockets.

The G-Star autumn 13 campaign featuring Sergio and Kampa will launch on August 12.

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