G-Star names Botter’s Rushemy Botter and Lisi Herrebrugh as creative directors

The concept was exciting: combining G-Star’s cutting-edge denim innovations with Botter’s subtly skilful tailoring and deconstructed streetwear. Such an attractive idea that, on April 29, G-Star announced it has named Botter’s Rushemy Botter and Lisi Herrebrugh as creative directors.

Rushemy Botter and Lisi Herrebrugh – G-Star

The designer duo, who were creative directors of Nina Ricci between 2018 and 2022, while also spearheading Botter, a label with Amsterdam and Caribbean influences, will present their first ‘Raw Research’ collection for G-Star in January 2026, during Paris Fashion Week Men. G-Star said that the first looks designed by Botter and Herrebrugh will be unveiled in June.

“I have great memories of G-Star from the late ‘90s. The designs, the styles I wore, and the influence the brand had on denim culture,” said Rushemy Botter in a press release, adding that “it’s an exciting opportunity to be part of [the brand’s] next chapter.”

The duo’s appointment marks a creative shift and a strong style statement for G-Star, currently being relaunched by new owner WHP Global, which acquired the brand in 2023, and it is not the first time that G-Star, founded in 1989, will be collaborating with external designers.

Long before joining Louis Vuitton, Pharrell Williams had contributed his design vision to G-Star (in which he had even bought a stake) in his capacity as head of imagination, from 2016. In the last decade, Argentina-born British designer Aitor Throup also brought his progressive touch to G-Star, first working on the Raw Research collection and later on all the brand’s lines.

“We are happy to welcome Rushemy and Lisi to the team. Their contemporary thinking and respect for our design integrity make them the ideal partners to help guide the collection forward,” said Gwenda van Vliet, G-Star’s chief brand officer. “We believe this is the perfect match, both creatively and culturally, and we are excited about the journey ahead,” she added.

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Botter – Fall/Winter 2024-25 – Menswear – France – Paris  ©Launchmetrics/spotlight

G-Star recently renewed its links with avant-garde creatives by dropping a collaboration with designer Walter Van Beirendonck, with whom Rushemy Botter began his career. But chiefly, in the past two years, the brand has worked to rebuild its fundamentals, re-releasing signature items like the Elwood jeans and various military-inspired jackets. G-Star has also added to its staff and re-introduced several monobrand stores in its key countries, such as the Dutch domestic market and more recently in France.

Tapping Botter and Herrebrugh marks a new milestone for newly ambitious G-Star, and is expected to boost its international visibility, notably by featuring at a marquee event such as Paris Fashion Week.

“We’re happy to join a brand that shares our values of innovation, sustainability, and craftsmanship. We look forward to working together to explore new possibilities for the brand,” concluded Herrebrugh.