A shape that can stand on its own—and does. It simply looks like it has already lived a life.

This is the essential philosophy behind denim designer G-STAR who has just launched announced a new Global Brand Ambassador, Belgian DJ and producer Charlotte de Witte, and an accompanying global campaign, Own the Arc.‍

Own the Arc, which likens G-STAR denim’s iconography to Paris’ very own Arc de Triomphe, marks the return of one of the brand’s most emblematic styles: the Arc, recognized by its unmistakable O-shaped silhouette, conceived through twisted inseams and outseams that wrap around the leg, creating a sculptural curve from waist to hem. Beyond composition, there’s also a feeling: jeans you’ve owned your entire life and something not quite like anything you’ve seen before.

On the second floor of the Men’s Building at Galeries Lafayette Paris Haussmann, one of the French capital’s most renowned department stores, G-STAR will host a new pop-up from October 13 to November 8, bringing its denim philosophy to an international audience. The array will showcase new Arc silhouettes alongside a curated selection of men’s and women’s pieces, marking the revitalized relaunch of G-STAR’s Women’s collection. With more pronounced proportions, exaggerated curves, and deliberate cuffs, the jean isn’t just reborn, but awakened.

Set against one of the world’s most nostalgic landmarks, Own the Arc places the jeans and de Witte herself in a league of their own, defined by timelessness and modernity.