The King has been challenged – Magnus Carlsen For G-Star Raw


The King has been challenged … Norwegian chess grandmaster Sven Magnus Øen Carlsen becomes the face of G-Star Raw spring summer 2014 campaign photographed by figurative painter Phil Hale.


In 2014, G-Star re-thinks the status quo and re-thinks beauty. With chess as a metaphor for life and the G-Star design ethos, the campaign is a call to think and re-think every move, to always move forward.

In the campaign film directed by Shueti, Magnus Carlsen and Lily Cole enter a fantastical game of chess in a surreal landscape of concrete and steel. Drawing a link between Carlsen, Cole and G-Star, the film shows how an uncompromising attitude is key to moving forward, in any pursuit.

BTS: Magnus Carlsen and Lily Cole on set for the new campaign video directed by emerging director Shueti. Body doubles, green screens and long days were required to create the wondrous game of chess depicted in the film.


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One Response

  1. Rzeszów

    The new World CHess Champion, brilinat games agains Anand. Magnus Carlsen, the one and only!


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