This Dutch Fashion Brand Made a Giant Ape Out of Denim

Sydney Sweeney must be jealous

That gorilla has great jeans.

Dutch fashion brand G-Star and art collective Darwin, Sinke & van Tongeren just made a 3.5-meter ape sculpture entirely from denim. On display at the Art Zoo Museum in Amsterdam, the piece headlines a broader campaign that also boasts stylized imagery from photographer and director Jordan Hemingway.

In his work, we see gymnasts, exotic dancers and cyclists in action while clad in G-Star, but without their rings, poles and bikes.

“This project was exhilarating in every sense, full of creative and technical challenges that demanded invention,” Hemingway says.

Led by Longstoryshort, the initiative hypes G-Star’s Anatomic Denim, which, we’re told in press materials, is “designed to follow and enhance the body’s natural form.”

That’s the human body, presumably. Still, the ape looks fetching.

It’s been an eventful season for casual wear. Along with G-Star’s hijinks, Sydney Sweeney and American Eagle caused a stir over genetics (or something) while Primark and Simons floated unexpected choreography and themes.

It’s enough to make some folks … flip:

Others might jump for joy…

For G-Star, “The shoot took place in London: one day of film, one day of stills,” Joris Kuijpers, founder and ECD at Longstoryshort, tells Muse. “We knew slow motion was essential, but Jordan pushed it further, adding even more frames per second. Suddenly, we had these ultra-sculptural movements frozen in impossible detail.”

“Watching them work was humbling: the physical power, the precision, the beauty of their bodies in motion,” Kuijpers recalls. “But also the patience—repeating intense, heavy routines again and again until we captured exactly the shape we wanted. They never complained.”