G-STAR Returns to CIFF with New Creative Leadership and a Strong Denim Vision

Marking a new era in denim, G-STAR is set to unveil its next chapter at CIFF during Copenhagen Fashion Week — spotlighting innovation, craftsmanship, and a forward-looking design ethos.

Copenhagen July 2025 - As the global fashion industry turns its attention to Copenhagen in August, G-STAR is reaffirming its position as a denim pioneer with a powerful return to CIFF. Backed by the appointment of creative directors Rushemy Botter and Lisi Herrebrugh, the brand will present a collection that merges its rich archive with a renewed focus on raw denim, craftsmanship, and innovation.

“2026 is a pivotal moment for our brand,” says Gwenda van Vliet, Chief Marketing Officer at G-STAR. “Denim is experiencing a significant resurgence, and we’re embracing this shift by introducing new anatomic fits. Inspired by iconic pieces from our rich archive, we are also introducing Archetypes and re-releasing our partnership with renowned industrial designer Marc Newson.”

At the heart of the decision to showcase in Copenhagen lies a strategic alignment with the city's growing influence in global fashion.

“Copenhagen is one of the most fashion-forward cities in Europe, which aligns with our brand vision,” Gwenda van Vliet continues. “As a contemporary brand, we are always looking ahead — both in design and in how we connect with our community.”

CIFF, one of Europe’s leading fashion trade shows, offers G-STAR a unique opportunity to engage directly with high-profile retailers and influential buyers.

“At CIFF, we have the opportunity to interact with trendsetting accounts from key regions. Both the high standard of the fair itself and its visitors contribute to the premiumization of the brand,” Gwenda van Vliet concludes.

Sofie Dolva, CEO of CIFF, welcomes the return with great expectations: “We’re incredibly proud to host G-STAR again at CIFF this season. Their commitment to innovation, sustainability, and cultural relevance mirrors our own vision for the future of fashion. The arrival of Botter and Herrebrugh signals a bold new direction, and we’re thrilled to provide a platform where this transformation can be experienced first-hand by the global fashion community.”

G-STAR’s presence at CIFF will be part of a dynamic international showcase that includes both established names and emerging talent. Together, they reflect CIFF’s evolving identity as a destination where creativity and commerce converge.