G-STAR RETURNS TO CIFF WITH NEW CREATIVE LEADERSHIP AND A STRONG DENIM VISION

Copenhagen July 2025 - As the global fashion industry turns its attention to Copenhagen in August, G-STAR is reaffirming its position as a denim pioneer with a powerful return to CIFF. Backed by the appointment of creative directors Rushemy Botter and Lisi Herrebrugh, the brand will present a collection that merges its rich archive with a renewed focus on raw denim, craftsmanship, and innovation.

“2026 is a pivotal moment for our brand,” says Gwenda van Vliet, Chief Marketing Officer at G-STAR. “Denim is experiencing a significant resurgence, and we’re embracing this shift by introducing new anatomic fits. Inspired by iconic pieces from our rich archive, we are also introducing Archetypes and re-releasing our partnership with renowned industrial designer Marc Newson.”

At the heart of the decision to showcase in Copenhagen lies a strategic alignment with the city's growing influence in global fashion.
“Copenhagen is one of the most fashion-forward cities in Europe, which aligns with our brand vision,” Gwenda van Vliet continues. “As a contemporary brand, we are always looking ahead — both in design and in how we connect with our community.”

CIFF, one of Europe’s leading fashion trade shows, offers G-STAR a unique opportunity to engage directly with high-profile retailers and influential buyers.
“At CIFF, we have the opportunity to interact with trendsetting accounts from key regions. Both the high standard of the fair itself and its visitors contribute to the premiumization of the brand,” Gwenda van Vliet concludes.

Sofie Dolva, CEO of CIFF, welcomes the return with great expectations: “We’re incredibly proud to host G-STAR again at CIFF this season. Their commitment to innovation, sustainability, and cultural relevance mirrors our own vision for the future of fashion. The arrival of Botter and Herrebrugh signals a bold new direction, and we’re thrilled to provide a platform where this transformation can be experienced first-hand by the global fashion community.”

G-STAR’s presence at CIFF will be part of a dynamic international showcase that includes both established names and emerging talent. Together, they reflect CIFF’s evolving identity as a destination where creativity and commerce converge.

CIFF takes place 5–7 August 2025 at Bella Center Copenhagen.

For more information, visuals or interview please contact: Rebecca Retz Svejborg-Laudrup:  resv@ciff.dk 

About CIFF
CIFF is Northern Europe’s leading fashion fair, known for bringing together established and emerging brands across menswear, womenswear, lifestyle, and design. With a commitment to quality, creativity, and commercial impact, CIFF serves as a vital platform for international buyers, media, and the global fashion community.

About G-STAR    

G-STAR is dedicated to the cloth, the craft and the culture of denim since 1989. It has a unique position as a progressive denim brand, creating the future of denim. G-STAR is driven by creativity, constantly turning ideas into denim, while consistently following their own distinctive path. The premium denim brand operates worldwide with a focus on the United States, Europe, Japan and South Africa. The brand has been working for decades with true originals such as Pharrell Williams, Walter Van Beirendonck, Ottolinger, Marc Newson, Stephen Jones, and Burna Boy.