Denim Meets a Dutch Art Master in G-Star’s Rembrandt-Inspired Jeans
Amsterdam-based denim label G-Star is paying tribute to local art master Rembrandt by translating his etching techniques to jeans.
In collaboration with the Rembrandt House Museum, G-Star has created a collection of denim that reinterprets the artist’s method using lasers, washing and coatings. These creations turned into both a commercial capsule collection and an exhibition at the museum, on through Jan. 5.
“The house Rembrandt lived in was already a creative hub in the 17th century,” said Milou Halbesma, director of the Rembrandt House Museum. “Everything revolved around creativity, innovation and craftsmanship, a tradition that is still alive today. We want to inspire the world with Rembrandt’s life, work, and artistic genius by inviting artists and established designers, but also new creatives, to make new works. We are proud of our collaboration with global brand G-Star, which, like Rembrandt, has become a leading name in Amsterdam. With their innovative variation of Rembrandt’s etching technique, they add a wonderful chapter to the story of Rembrandt’s home as the House of Craftsmanship.”
Rembrandt was known for his portraiture, and G-Star’s designers were inspired by the artist’s self-portrait from 1639, part of the museum’s collection. The Golden Age painter also created prints and etchings using various types of paper including parchment and Japanese washi paper.
G-Star took the self-portrait and Rembrandt’s printings and applied them to denim, with some tweaks courtesy of artificial intelligence. In exhibit, titled “The Etched Denim,” the artist’s original prints are displayed alongside G-Star’s creations.
During the exhibition run, visitors are also invited to attend workshops where they can do their own denim etchings. One activation has a tie-in with House of Denim in Denim City, allowing non-industry individuals to use laser techniques.
G-Star has also made a collection of six unisex garments to coincide with the exhibit. The capsule includes two denim jackets, two jeans, a denim shirt and a parka. Similar to the denim on view at the museum, these styles were embellished with laser techniques that recall Rembrandt’s art.
Further tying the two together, the campaign for the capsule was shot at the Rembrandt House Museum by photographer Philippe Vogelenzang.
The collection launched on Oct. 31 on the brand’s website and select G-Star stores.
“This unique project gives us the opportunity to translate Rembrandt’s distinctive technique in a contemporary way and bring his work to a younger, global audience,” said Gwenda van Vliet, chief brand officer at G-Star. “In collaboration with the Rembrandt House Museum, we have incorporated his iconic self-portrait into the denim collection. We believe that art has the power to unite worlds and connect them creatively. This collection is a fantastic example of that.”