BEHIND THE STITCH: ALANI
June 21, 2024
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In a bold and defining move set to reshape its creative trajectory, G-Star Raw has officially named Rushemy Botter and Lisi Herrebrugh–the visionary duo behind the critically acclaimed fashion label Botter–as its new co-creative directors. This marks a significant chapter in the evolution of the Dutch denim powerhouse, which has been searching for a refreshed creative identity since the departure of Aitor Throup in 2018. The announcement is more than a change in leadership; it’s a cultural reset that fuses G-Star’s utilitarian streetwear roots with avant-garde artistry and socio-political consciousness.
Known for their high-concept designs and a deep commitment to sustainability, Botter and Herrebrugh have carved out a distinct space in global fashion. Their work at Botter, which they launched in 2017, has garnered numerous accolades including the prestigious Hyères Grand Prix and the ANDAM Fashion Award, while also drawing widespread attention for its fusion of Caribbean heritage, eco-conscious practices, and emotionally resonant storytelling. From the outset, their voice in fashion has been unapologetically bold, rooted in personal narratives and global concerns. G-Star’s decision to tap this exact energy signals a deliberate and strategic push to elevate the brand’s cultural and design relevance.
Their appointment follows a year-long collaboration with G-Star, during which the duo contributed to the reintroduction of the label’s experimental Raw Research line and helped shape key seasonal collections. This synergy between the designers and the brand proved compelling enough to inspire a deeper partnership, culminating in their dual leadership roles. Their first official collection under the G-Star banner will debut in January during Paris Fashion Week–a fittingly high-profile platform for what could be a historic unveiling.
For Botter and Herrebrugh, this new role at G-Star does not mean the end of their namesake label, but it does signal a recalibration. While they will continue to oversee Botter, they’ve announced a temporary break from fashion week presentations for their brand, allowing them to focus more intently on G-Star’s creative rebirth. This decision underlines just how seriously they are taking their new mission: not simply to design denim, but to reimagine what denim can represent in today’s world.
Underpinning this creative pivot is the influence of WHP Global, the American brand management firm that acquired G-Star Raw in 2023. With a portfolio that includes household names like Rag & Bone and Vera Wang, WHP is clearly investing in G-Star’s transformation into a globally competitive, design-forward force. Appointing Botter and Herrebrugh isn’t just a fashion decision–it’s a business strategy to connect with younger, more conscious consumers hungry for innovation, authenticity, and meaning.
There’s no doubt the fashion world will be watching closely. With their pedigree, bolstered by years at Nina Ricci, where they infused a centuries-old brand with vibrant modernity, Botter and Herrebrugh have proven they can balance artistry with commercial viability. Their deep understanding of tailoring, visual storytelling, and cultural symbolism positions them as ideal stewards for G-Star’s next era.
As the fashion industry continues to blur the lines between high design and streetwear, G-Star’s partnership with the Botter duo feels not only timely but essential. The question is no longer whether a denim brand can participate in high fashion–it’s whether it can lead the conversation. And with Rushemy Botter and Lisi Herrebrugh now at the creative helm, G-Star Raw might just be poised to do exactly that.
