Norwegian chess grandmaster Magnus Carlsen is doubling down on his love for denim. On Tuesday, G-Star announced a new campaign starring the No. 1 rated player in the world.
Carlsen made headlines last week ahead of the World Blitz Chess Championships in New York City when he refused to comply with a dress code requiring him to change out of his jeans. Carlsen’s fashion protest initially led to a 200 euro fine and disqualification from the tournament. However, the seven-time and reigning Blitz World Champion returned to the game after discussions with tournament organizers.
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In a statement, Arkady Dvorkovich, president of the International Chess Federation, said the dispute highlighted “the need for further discussion about how to modernize the current approach, to ensure that our rules and their application reflect the evolving nature of chess as a global and accessible sport.”
G-Star said it “quickly recognized an opportunity to connect with Magnus Carlsen’s fearless approach.” “Magnus embodies independent thinking—something we’ve always stood for at G-Star,” the brand stated. “Denim is for everyone, meant to be worn anywhere, anytime, even at the chessboard.”
Carlsen will star in the Dutch brand’s Q2 2025 campaign. Additionally, G-Star dressed Carlsen for the remainder of the tournament, which ends on Tuesday.
“Great to be back in denim,” Carlsen in a statement.
This marks the latest chapter in the partnership between Carlsen and G-Star. In 2010, G-Star unveiled a campaign that blended Carlsen’s intellectual prowess with the brand’s edgy aesthetic.
