British designer Aitor Throup has been announced as G-Star Raw's new creative director, following three years as a creative consultant to the brand.
"Ultimately my studio and myself have always been interested in the development of new objects: new approaches to clothing design and development, and new ways of telling the stories behind the work," he told Dezeen.
"My new position at G-Star will also allow me to reflect my approach to product design and story-telling as well as some of the practices and systems which we will continue to utilise within my own studio."
The artist and designer launched his first collection for G-Star during Paris Men's Fashion Week in June this year.
He was also involved in the development and concept behind the brand's London Oxford Street flagship, and art directed the "What is RAW?" global advertising campaign.
Throup believes his new role as creative director will be fundamental to communicating the brand's story.
"I think that the role of the creative director is important in that process as it aims to not only capture, expand and communicate the very essence of the brand but also to fulfil its commercial needs and goals," he said.
The designer will leave London and join the rest of the team at the brand's OMA-designed G-Star headquarters in Amsterdam – a city he believes to be growing in terms of its relevance in the fashion world.
"I think that Amsterdam's importance, or even 'relevance', is growing in general," he said.
"It has a long-standing history of hosting head offices for some of the world's biggest clothing and product brands, and has a deep heritage in the world of denim which is obviously of particular interest to me."
Born in Argentina, Throup moved first to Spain and then to Lancashire in 1992. After completing a BA in Fashion Design at Manchester Metropolitan University, he obtained an MA in Fashion Menswear from London's Royal College of Art.
The designer has become known for his unconventional aesthetic as well as his artistic and somewhat theatrical approach to fashion.
Earlier this year, he presented a set of prototype garments on giant marionettes instead of models during London Collections: Men.