G-Star, a brand known for celebrating the multiplicity of possibility with denim, transcending trends, has partnered with designer Robyn Agulhas for their latest campaign. Engineered from high-stretch denim, G-Star Shape offers a streamlined fit that holds its shape while giving you the freedom to move. The latest iteration enhances the natural curve of the hips while cinching gently at the waist, and the G-Star Shape reinterprets the skinny jean through a modern, technical lens. It’s a fresh take on a silhouette that once dominated the early 2000s and 2010s, and as all good things tend to do, the G-Star Shape brings this iconic form forward into today’s context.
For G-Star’s South African campaign, the brand turned to three creative forces: Pamela Mtanga, Jamie-Lee Domburg and Robyn Agulhas. We chatted to Robyn, best known for her behind-the-scenes work – designing, styling, and building her brand SinCHUI – as she steps in front of the lens to show us how it’s done with skinny jeans, circa 2025.
“I’m usually the one curating the looks or directing from the sidelines,” Robyn says. “So when G-Star approached me to model, I was shocked! It’s not where I naturally place myself, but once I was on set, I had a lot of fun. It reminded me that stepping into a new space can be really empowering.”
The decision to feature Robyn was intentional, with her own design sensibility – minimal, architectural, considered – echoing G-Star’s own design approach. “G-Star has always been on my radar,” she said. “I’ve loved their aesthetic for years and their technical approach is amazing. I’ve actually had them on my 2025 wishlist to work with for a long time.”
All photography courtesy of G-Star, by Shezan Waggie
Designed with three-dimensional tailoring to fit the body more naturally, the G-Star Shape is engineered with a higher waistband and innovative seam placement; ensuring a flattering, comfortable fit. For Robyn, discovering a pair of jeans that offered a true fit – combining comfort with subtle structure to complement her silhouette – was a game changer for her already bold confidence, “I hadn’t thought I’d return to skinny jeans again but I actually felt really feminine in them,” Robyn notes. “They sit perfectly on my waist, which is rare. I’ve lost weight recently, and finding denim that fits properly around the waist and hips can be tricky. It felt like they were made for me.”
While Robyn’s own designs tend to lean into genderless silhouettes and structural shapes, the campaign allowed her to explore a softness she’s been longing to return to. “I’m always referencing menswear in my work, but lately I’ve been questioning how I want to show up – as a woman, as a designer, as a person,” Robyn reflects, and the styling for the campaign has unlocked new ideas for her. “G-Star styled me in pointed stilettos with socks, and I was like, okay! This is something I’d wear and the whole look is so modern and playful. I’ve seen skinnies on the runway and on the streets, and I’ve been really interested in its comeback.”
Robyn’s own fashion language has long been influenced by Japanese minimalism; a design philosophy she credits with shaping the early foundations of SinCHUI. “That Japanese aesthetic will always be part of me,” she said. “Even now, while I’m more focused on the business side, I carry that influence in how I approach silhouette and restraint.” This alignment between Robyn’s personal affinity for Japanese design and G-Star’s own aesthetic sensibilities is clear, with G-Star’s long-standing reverence for Japanese craftsmanship and innovation is evident across their use of premium Japanese selvedge denim, architectural silhouettes inspired by traditional workwear and so much more.
All photography courtesy of G-Star, by Shezan Waggie
In between campaign shoots and styling work, Robyn continues to grow her brand slowly and thoughtfully, anchored by values of intentionality and self-trust. “I’ve never stopped styling, it funds the brand,” she explains, “That’s the reality when you’re running an independent label. There’s very little infrastructure or funding, so we learn to do everything ourselves. I’m building the website, sourcing fabric, and managing production, and everything in between.” For Robyn, building a relationship with G-Star is both a meaningful collaboration that supports her growth while aligning with her values, and speaks to the broader way in which a brand like G-Star are actively supporting independent creatives in South Africa. “When a brand comes along that I align with and I truly enjoy the product or respect what they stand for, I’m open to collaborating in any capacity” Robyn says. Of the campaign, Robyn expresses the affirmation of being seen, and that “working alongside Jamie-Lee and Pamela, and with a female-led team, just made everything feel so grounded. The energy on set was beautiful. We were really seen held.”
With refined form, function and femininity, Robyn Agulhas is the perfect muse. She reminds us that when clothing is designed to meet us where we are, and that stepping out of our comfort zone opens new avenues for self-expression and confidence. There’s few things more important than a stamp of approval from a designer themselves, who knows intimately the kind of construction that goes into the perfect fit. Skinny jeans? Make it G-Star Shape – we love to see it.
Written by Holly Beaton
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