Fashion
G- Star RAW Unveils Its Anatomic Denim Campaign in Cape Town
G-Star RAW has revealed its new Anatomic Denim campaign in Cape Town. The brand is known for its structured and well-designed jeans which has become the favorite of many fashion enthusiasts. The idea behind Anatomic Denim is to produce jeans that bring out the best in you.
At the event in Cape Town, G-Star displayed the new collection to local designers, fashion lovers, and media. It was a relaxed setting which shows the brand’s balance between technical design and street style. Guests saw how the denim was shaped to fit the human form. The campaign highlighted the features of the jeans and how much effort is put in its design.
The Anatomic Denim collection includes reworked versions of some of G-Star’s popular pieces, like the Elwood, along with new designs such as the Contor and Kitoh jeans. Each piece has curved seams and sculpted cuts that follow natural body lines. This makes the jeans fit better and feel more flexible, especially when sitting or walking. G-Star calls it “denim engineered to move with the body,” and it shows in every detail, from how the fabric bends to how it looks after long wear.
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A standout piece from the global campaign is the Denim Gorilla, a three-meter-tall sculpture created by artists Darwin, Sinke & van Tongeren. The sculpture explores anatomy and structure, using denim as both material and symbol. It reflects the same ideas found in the clothing, strength, flexibility, and the beauty of form.
In Cape Town, the campaign had a strong creative energy. Local artists and performers participated which brought life to the event. The night had an artistic atmosphere, with denim tones and soft lighting matching the brand’s style. South African music stars Major League DJz turned up, adding a local sound that kept the event lively and connected to the city’s culture.
The visuals for the campaign were shot by Jordan Hemingway. He used athletes and movement artists, dancers, cyclists, gymnasts to show how the denim works with the body. There were heavy backdrops, just the natural motion of people wearing the clothes. The goal was to show denim in a good light, and it was achieved.
G-Star’s choice of Cape Town for the launch highlights how the brand values creativity from around the world. The city’s growing influence in design and culture made it a fitting location for the campaign. It also gave South African audiences a closer look at one of the brand’s most innovative projects in recent years.
The Anatomic Denim pieces are now available in select stores and online. While prices differ based on style and fabric, they are all high quality products.
G-Star RAW is known for treating denim as a unique craft. The brand hopes to make it more comfortable and stylish for the person wearing them. By blending design, art, and movement, G-Star has shown it is among the best in the world.
Ib Kamara has left Off-White, ending his tenure as creative director. The brand announced the departure on Monday, August 31, 2026, describing the split as a mutual decision. No successor has been announced.
Kamara first worked with Off-White as a stylist after connecting with Virgil Abloh in 2019. Following Abloh’s death in November 2021, Kamara joined the brand as Art and Image Director in 2022 and was later appointed Creative Director in 2024.
Photo credit: Pause Online (@pauseonline/Instagram)
During his time at Off-White, explores the impact of Black culture has had on America. In his 2024 show, entitled “BLACK BY POPULAR DEMAND”,he infuses elements of heritage and modernity that paint a rich vision of Black fashion.
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In September 2024, Off-White held its first New York fashion show. Celebrities like Issa Rae, Victoria Monét, Sunisa Lee and Flavor Flav attended the event.
His departure comes after a change in Off-White’s ownership. In 2024, LVMH sold the brand to Bluestar Alliance.
Photo credit: Pause Online (@pauseonline/Instagram)
Bluestar Alliance CEO Joey Gabbay praised Kamara’s contribution to the company. He said they are deeply grateful for Ib’s vision, creativity, and the remarkable energy he brought to Off-White throughout his tenure.
Kamara also spoke about his time at the company.
“Working at Off-White has been an honor and a profound creative education. The teams I have worked alongside, the collections we produced, the shows we dreamt ”
Photo credit: Pause Online (@pauseonline/Instagram)
Kamara has launched his own creative agency, Raw Materials by Ib Kamara, which will be his main focus now. Off-White now faces another a new transition.
Luxury shopping in Cape Town has a new attraction. Louis Vuitton has unveiled a new store at the V&A Waterfront. This will allow visitors to browse the brand’s latest collections. The new boutique is a combination of fashion, art and local design, appealing to all fashion lovers.
The boutique opened on 30 July at Victoria Wharf Shopping Centre, replacing Louis Vuitton’s previous location at the V&A Waterfront. It is part of the French fashion house’s latest retail initiative, and located at shops 6256 and 6259B, Victoria Wharf Shopping Centre.
Photo: Instagram
All parts of the store are designed to reflect Louis Vuitton’s identity. You will find Warm wood finishes, gem stone and handcrafted textures paired with contemporary furniture. Floor-to-ceiling windows bring in natural light with customers having a good view of the harbour and Table Mountain.
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The expanded boutique introduces good offerings. Shoppers can check out designer leathers, handbags, luggage, footwear, accessories, and fragrances. New collections of Women’s ready-to-wear have been added to the Cape Town store. This allows local customers to gain full access to all the brands collections.
Photo: Instagram
The boutique offers personalized luxury services. Customers can book private appointments with client advisers for one-on-one styling. There are aftercare services that help maintain and repair Louis Vuitton pieces. Those who want to buy beauty products enjoy smooth refill services.
The precinct boasts popular stores that sell premium designers like Gucci and Dolce & Gabbana. Louis Vuitton and these brands have made the Waterfront an appealing destination for everyone.
This investment shows how much confidence brands have in South Africa’s luxury market. The Waterfront welcomes millions of visitors every year. The presence of this boutique appeals among both tourists and local luxury shoppers.
With its great collections and excellent customer experience, Louis Vuitton’s new home shows Cape Town’s growing influence on the luxury industry.
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MaXHOSA Africa is set to present its first official runway show at Paris Fashion Week, marking a significant moment for the Johannesburg-based fashion label founded by designer Laduma Ngxokolo.
Since launching in 2010, MaXHOSA has built its reputation through knitwear designs inspired by Xhosa cultural patterns, symbols and traditional visual language. The brand has developed a distinct approach to fashion by combining heritage references with contemporary cuts and modern textile techniques.
Photo: Instagram/@maxhosaandladuma
The Paris runway show follows the brand’s growing international presence, including previous appearances connected to Paris Fashion Week. The upcoming presentation will place MaXHOSA among designers presenting their collections to one of the world’s largest fashion audiences.1
Photo: Instagram/@maxhosaandladuma
Ngxokolo founded MaXHOSA after exploring ways to reinterpret Xhosa aesthetics through knitwear. His designs draw from elements such as traditional beadwork patterns, colour symbolism and cultural references, adapting them into garments created for contemporary wear.
Photo: Instagram/@maxhosaandladuma
Over the years, the brand’s detailed knit patterns, geometric designs and use of colour have become central to its collections. MaXHOSA’s designs explore themes around heritage, identity and the relationship between traditional craftsmanship and modern fashion.
The Paris Fashion Week runway will allow the label to present its designs as a complete collection, showing how each garment works together through styling, shape and presentation.
Photo: Instagram/@maxhosaandladuma
The runway debut comes as African designers continue to gain visibility within the global fashion industry. For MaXHOSA, the focus remains on maintaining its cultural foundation while expanding its reach among international fashion audiences.
The brand’s Paris appearances have helped introduce its approach to knitwear and South African design to a wider audience. MaXHOSA continues to combine heritage and contemporary fashion through its garments and creative direction.
Photo: Instagram/@maxhosaandladuma
Details about the upcoming runway collection remain limited, but the brand’s previous work suggests that its signature knitwear, cultural references and textile craftsmanship will remain central to the presentation.
For Ngxokolo, the Paris runway show represents another step in MaXHOSA’s growth as it continues to position South African design within international fashion spaces.
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