Belgian DJ Charlotte de Witte becomes the global face of G-Star

Dutch denim label G-Star has named Belgian DJ and producer Charlotte de Witte as its global brand ambassador. The brand announced the multi-year partnership on 5 October 2026. De Witte, who founded the music platform KNTXT, becomes the face of the brand and of its reworked women's collection.

The campaign

Her first campaign is called Own the Arc. It marks the return of the Arc, the curved jean G-Star first introduced in 2007. As Between 10and5 explains, the seams twist around the leg instead of running straight down, which gives the jean its curve from waist to hem. The 2026 version has a stronger curve, looser and more oversized fits, and new denim washes. For women there are a 3D Arc Slim and a 3D Arc Loose.

Belgian photographer Marie Wynants shot the black-and-white images. They follow de Witte from the base of the Arc de Triomphe in Paris to the top, linking the name of the jean to the monument.

In G-Star's announcement, de Witte says she has "always lived in denim", calling it functional, effortless and full of attitude.

A new G-Star Women

G-Star says its women's line has been reworked from a modern female perspective: more feminine, fluid and refined, while keeping the brand's raw, industrial denim roots.

Why it matters

Denim right now isn't dominated by one shape. Slim, straight, wide and loose fits all coexist, which leaves room for a design-led jean like the Arc. For Belgian readers, it is also a moment of national pride: two Belgian creatives are at the centre of an international campaign.

• G-Star
• Denim
• Campaigns
• Belgian talent