G-Star Raw keeps mining its archive for inspiration.

On Monday, the Amsterdam-based brand relaunched G-Star Women with “Own the Arc,” the first campaign in its multi-year partnership with global brand ambassador and electronic music superstar Charlotte de Witte.

The campaign spotlights the Arc, one of G-Star’s most architecturally distinctive jeans, originally launched in 2007. The campaign reinforces this idea through sculptural posing against the backdrop of the Arc de Triomphe in Paris.

The Arc’s origin story begins in 1996 with the Elwood—the first jean G-Star created around the body in motion. Before 3D design was a mainstream reality in fashion, designer Pierre Morisset built the Elwood around the idea of anatomical construction, placing seams to follow the body’s movement rather than convention.

The idea of designing denim around the body, rather than the other way around, carried into the Arc 11 years later. Its signature twisted leg seam serves a structural purpose, creating a silhouette that follows the body’s movement rather than simply hanging from it.

Earlier this year, the brand reintroduced the iconic fit with bolder proportions and updated fabrications.

The Arc’s makeover includes two women’s styles: the 3D Arc Slim, a slim jean with a relaxed seat and hip, and the 3D Arc Loose, a fuller silhouette with a low waist, relaxed rise, and a high built-in cuff.

Two re-editions of the original are available for men. The 3D ARC Tapered is a low waist, relaxed rise, tapered leg fit with high cuffs. The jean has an oversized back pocket. G-Star said the style the more wearable of the two. The 3D Arc Loose scales everything up with “more volume, more drama” and the same twisted construction.

Sustainable denim replaces the original fabrications. Neo Raw is a C2C certified fabric that preserves the look of raw denim after washing. It is available in rigid, comfort stretch and super stretch constructions. Passado is finished with a bio-based, algae-derived coating. G-Star said the coating is “carbon-negative by process” and achieves deeper indigo saturation and sharper tonal contrast. Raw Vintage X3D is exclusive to G-Star and features aggressive 3D whiskers and deep indigo with a green undertone.

G-Star said the denim market’s openness to a variety of fits makes it the ideal time to remind consumers of the Arc’s distinct fit.

“Denim in 2026 is genuinely plural. Straight legs, cigarette cuts, wide fits, and slim silhouettes are all in circulation at once—which means there’s no single dominant shape dictating the market. For a jean as distinctive as the Arc, that’s the right environment. It doesn’t need to ride a trend or position itself against one. It has its own construction logic, its own silhouette, and nineteen years of references behind it,” the brand stated.