Snoop Dogg announced as new face of G-Star RAW

Dutch denim brand G-Star RAW has announced their latest worldwide 'Hardcore Denim' campaign with icon Snoop Dogg, featuring a custom-made version of his single 'Say it Witcha Booty'.

G-Star RAW has a long tradition of working with artists they describe as "true originals'' like Snoop, people who are "authentic and exceptional" and masters of their craft.

The campaign merges G-Star's Hardcore Denim philosophy with Snoop's signature blend of humour, style and backside appreciation. The collaboration is brought to life by a video that is creatively celebrating "denim booties", featuring all genders, hot air balloons and dogs.

Gwenda Van Vliet, Chief Marketing Officer G-Star RAW, said: "The Snoop Dogg is a true Original: best in class, real and outspoken. He is continuously re-inventing himself and he merges worlds in unexpected ways. Our joint campaign is bringing that philosophy to life, and is a tongue-in-cheek tribute to all denim booties."

Snoop Dogg added: "I'm teaming up with G-Star, because we are both pushing the field, staying ahead, cutting the edge. We are both masters of our craft – leading the game. You know what I'm saying? We look ahead."

The G-Star RAW campaign in collaboration with Snoop Dogg debuts today and will be supported by outdoor and online activations globally.