Following the World Rapid Chess Competition, where traditions and rules were challenged, G-STAR and Magnus Carlsen reunite for the third time. In a campaign shot by Paul Kooiker, Carlsen is the face of the brand’s Fall 2025 denim line, redefining the game once again.
Denim or Nothing
Magnus Carlsen steps in front of the lens of Dutch photographer Paul Kooiker, showcasing selvedge denim pieces from the brand’s latest collection. From a structured jacket to straight jeans, the designs reflect a philosophy of pushing boundaries, inspired by the chess grandmaster’s unwavering spirit. Celebrating his fearless approach, the campaign showcases exceptional denim craftsmanship while embodying the bold, uncompromising essence that defines both the grandmaster and G-STAR. „Rules and routines are useful, but they’re also meant to be questioned. Whether it’s in chess or beyond, thinking differently opens up new possibilities. That’s something I appreciate working with G-STAR.“ – Magnus Carlsen.
Dressed for Victory
During the 2024 World Rapid Chess Championship, Carlsen made headlines for refusing to change out of his jeans, opting to walk away from competition rather than compromise on his principles. His stance was more than a fashion choice; it was a statement that led the commission to rewrite its dress code policy. Denim or nothing. United by a bold, rule- breaking mindset, a reunion with G-STAR unfolded naturally, reigniting the partnership that started in 2010.
“Chess mastery and denim craftsmanship demand precision, confidence, and a refusal to conform. We are excited to see Carlsen and G-STAR reunited again, pushing boundaries and proving that the greatest moves are made outside the lines.” – Gwenda van Vliet, Chief Brand Officer G-STAR.
