G-Star RAW, have once again piloted a fantastic collaboration, pushing the limits of traditional denim design with custom-made outfits for international drag icons Shea Couleé, Envy Peru and Hungry, in partnership with The Nightmare Disorder. It’s extravagant and experimental, nodding to G-Star’s craftsmanship; the couture pieces feature intricate details and innovative constructions, a nod to the art of drag.

G-Star partnered up with The Nightmare Disorder, a niche design studio founded by Benji Nijenhuis and partner Nemo Cheminée. In addition to  running his own label, Nijenhuis also works as a pattern maker for G-Star, a bridge between the brand’s denim expertise and the world of couture. To match the drag queens’ characters and vision, The Nightmare Disorder designed three individual outfits, all crafted entirely with denim. The duo share, “We always try to build characters first, and thereafter, craft the look  around them. It’s much more about storytelling than simply selling a product.”

Shea Couleé (she/they) is a non-binary drag superstar, singer, model, and actor. The winner of RuPaul’s Drag Race All Stars Season 5, Shea is known for their fashion-forward looks and their use of drag as a powerful storytelling tool, earning praise from publications like Vogue and W Magazine. An LGBTQIA+ and BIPOC activist, Shea describes their drag as a “love letter to Black women.” The ‘Trophy Gown’ made for her is a voluminous dress with sculptural elements inspired by 2000’s Paris couture. The statuesque dress features an exaggerated version of the G-Star Elwood knee pad wrapped around the legs.

Photography by Ari Versluis, courtesy of G-Star RAW

“Drag queens are all very different. Some are more into fashion; others are more into music. It seems fun and playful, but it’s also serious. What we enjoyed about this collaboration is that G-Star completely trusted our expertise and our vision. We were able to find different individuals, and different queens that fit into the world of G-Star. With these three queens, we got a chance to show various ways of drag. It was very important for us to highlight how unique each queen is.” – Shea Couleé 

Designed for Envy Peru (she/her), a Peruvian drag queen living in Amsterdam, the ‘Disco Dreamer’ is an ode to the ‘70s, the era of disco, when  designers like Paco Rabbane and artists like Cher were having their momentum. After winning Season 1 of Drag Race Holland, Envy made history as the first Dutch drag superstar. Known for her sensual performances and cutting-edge makeup, Envy has appeared as a host on De Diva in Mij and Pride Test, and as a judge on Drag Race Holland Season. The short dress made for her contains over 2,000 metal rings, reminiscent of the hardware typically used in jeans. The giant headpiece is arguably the eye catcher of the outfit, echoing her personality – made with titanium, the crown features laser-printed denim feathers.The look created for Hungry, (she/her) the alter ego of Johannes J. Jaruraak, comes from the fascination with metropolitan cities, crowded with people wearing denim.

Photography by Ari Versluis, courtesy of G-Star RAW

Based in Berlin, Hungry is known for her distorted drag and makeup artistry, leading her to become the makeup lead for Björk’s Utopia and Fossora album covers. She has also been featured on Das Erste’s docuseries A Glamorous Takeover,and in publications like PAPER, Vogue Singapore, Highsnobiety, Dazed, The Fader, and Gay Times. The ‘Anatomical Distortion’ of this design plays with that feeling by fusing multiple bodies into one shape. The outfit is built on the fundamentals of a classic denim jacket and capri jeans, turning the casual look into an artistic couture piece.

Striving for creativity, authenticity, the world of arts and culture takes G-Star beyond the realm of fashion. Turning denim into a force of progress that respects people, in all their expressive forms.

Explore their designs via G-Star’s website.

Press Release courtesy of G-Star RAW.

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