World number-one GM Magnus Carlsen‘s career as a fashion model is not over. Now the 34-year-old has made a comeback with Dutch fashion brand G-Star for its Fall 2025 campaign, marking a continuation of a 15-year-long collaboration.
G-Star released its Fall 2025 campaign last week, featuring the 17-time world champion wearing pieces from a new capsule collection, a denim jacket, a tailored blazer, and new versions of their signature jeans. Shot by Dutch photographer Paul Kooiker, the images highlight what the company calls Carlsen’s ability to “push boundaries and redefine expectations.”
Carlsen said in a statement: “Rules and routines have their place, but they’re also made to be challenged. Whether in chess or in life, thinking differently opens new possibilities. That’s what I value most about my collaboration with G-Star,” Carlsen said in the press release.
Rules and routines have their place, but they’re also made to be challenged. Whether in chess or in life, thinking differently opens new possibilities.
—Magnus Carlsen
The new G-Star partnership was first revealed just days after the infamous “jeansgate” incident at the 2024 World Rapid Championship in New York. Carlsen refused to change jeans despite the event’s formal dress code. Rather than compromise, he withdrew from the event, which sparked a debate that ultimately led organizers to revise their rules. Carlsen then made a U-turn to play (and split the gold medal) in the World Blitz Championship. The infamous jeans were later auctioned off to charity for $36,100.
This marks Carlsen’s third collaboration with the Dutch fashion company. During Carlsen’s rise to become the new world number one in 2010/2011, he appeared alongside Hollywood actress Liv Tyler on posters all over Europe in a campaign shot by star photographer Anton Corbijn.
In 2014, he returned for a second partnership, appearing in a video campaign with English model and actress Lily Cole.
The campaign is set to appear globally across print, digital, and social media platforms this season, and is already live on G-Star’s website.
