Denim has arrived on Boulevard Haussmann. From October 13 to November 8, 2026, G-Star is taking over the first floor of the Men’s building at Galeries Lafayette Paris Haussmann with a pop-up dedicated to its creative universe and unique approach to denim. At the heart of the space is an iconic piece: the Arc jean, whose curved lines and three-dimensional construction embody the brand’s design DNA.

This opening comes just days after the launch of “Own the Arc,” G-Star’s new international campaign featuring Charlotte de Witte, who was recently named Global Brand Ambassador. As a Belgian DJ and producer and a key figure in the electronic music scene, she embodies a generation that follows its own rules—an attitude that resonates with the brand’s independent spirit. Paris plays a central role in this campaign, with the Arc de Triomphe serving as the backdrop for a meeting of music, fashion, and architecture, its monumental curves echoing those of the Arc jean.

Within the pop-up, the Arc jean naturally takes center stage, recognizable by its twisted seams and sculptural volume. The space also highlights the new chapter for G-Star Women, with an identity evolving toward more contemporary, fluid silhouettes without sacrificing the brand’s raw character and industrial heritage.

It is a way to bring the “Own the Arc” campaign to life beyond the imagery in an iconic location. The pop-up is open at 48 Boulevard Haussmann until November 8, featuring the brand’s Men’s and Women’s collections.

‍