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.

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