G-Star has just announced the name of their new ambassador: Gemma Aterton is to be Liv Tyler’s successor. For the Spring/Summer 2011 campaign, she has done a photoshoot with Anton Corbijn, a well-known photographer in the world of rock n’ roll who has previously worked with artists such as U2, Rolling Stones, Nick Cave, etc. Considering G-Star’s ambition to develop sales in thewomen’s sector, the brand’s choice of ‘muses’ is definitely not a random one.

Aged 25, Gemma did not take long to become famous internationally, with her face appearing both on billboards and on screen. She is known for her starring roles in major Hollywood movies such as Prince of Persia: The Sands of Time, Clash of the Titans, James Bond Quantum of Solace and St. Trinian’s. Her performances in independent movies such as Tamara Drewe and The Disappearance of Alice Creed made her even more highly regarded among critics.

“Gemma's diverse career choices, as well as her ability to remain grounded and aware of her working class roots despite her meteoric rise in the industry, mirror G-Star’s philosophy of combining unexpected influences and contradictory elements – chic and raw, street and luxury, denim and silk - to create something fresh”, stated the press release of the Dutch denim brand.

As for men, the ad campaigns for the Spring/Summer 2011 collection will be featuring once again the world’s number 1 chess player, Magnus Carlsen, who won the RAW World Chess Challenge organised by G-Star last September.