MAGNUS CARLSEN JOINS G-STAR’S DENIM CAMPAIGN

words NATALIE GAL

Magnus Carlsen has been announced as the face of G-Star’s Fall 2025 denim collection, an exciting collaboration, so let’s dive in.

Shot by Dutch photographer Paul Kooiker, the images are poetic and beautiful, showing Carlsen in a futuristic space. But there’s more to this collab than just visuals and products, there’s also a really interesting story. This is actually the third time G-Star and Carlsen have worked together, with their first collaboration dating back to 2010.

images courtesy of G-STAR

It was during the 2024 World Rapid Chess Championship that Carlsen famously refused to change his clothing. He showed up in jeans and was fined $200, but instead of giving in, he chose to walk away from the competition, standing by his fashion choice. The incident barely dented his reputation, he’s still a five-time World Chess Champion, five-time World Rapid Champion, and reigning eight-time World Blitz Champion, widely regarded as one of the greatest players ever.

The episode even sparked a wider conversation in the world of chess, a world that, for many of us who struggle with a simple Rubik’s cube, feels mysterious and fascinating.

Carlsen himself summed up the spirit of this collaboration: "Rules and routines are useful, but they’re also meant to be questioned. Whether it’s in chess or beyond, thinking differently opens up new possibilities. That’s something I appreciate working with G-Star."

And that’s what makes this collab feel so right, it reflects Carlsen’s instinct for challenging outdated rules and redefining what still fits in today’s world.

images courtesy of G-STAR