Pharrell Williams fronts G-Star Raw's 'What is Raw?' campaign

Making an Autumn-Winter 2016 splash, clothing brand G-Star Raw is raising its profile with an identity campaign anchored by musician, producer, and fashion icon Pharrell Williams.

Launching September 1, a set of ten additional videos intended for use across social media accompany the campaign, which has adopted the hashtag #WhatisRAW.

The videos cover G-Star Raw's history, design and manufacturing process, vision, and values.

"We're just trying to do things that lead by example," Pharrell says in the main What is Raw? video . "The real definition of Raw is what's under it. It doesn't get any more pure than that."

Ten-time Grammy Award winner Williams has recently collaborated on campaigns for fashion brand Chanel, high-end grocer Dean & Deluca, and leisure footwear manufacturer Adidas.

He fronted G-Star Raw's reclaimed ocean plastics line Raw for the Oceans in 2014, becoming a co-owner of the Amsterdam clothing company in February 2016.