Pharrell Williams isn’t exactly known for taking it easy and living the quiet life, and the man who has seemingly conquered the music industry is also taking the fashion industry by storm.

In February earlier this year, Williams became the co-owner of Dutch denim brand G-Star RAW and was announced as their Head of Imagination. At Complexcon over the weekend, Pharrell took the opportunity to show off the Elwood X25 collection, a re-interpretation of the 3D G-Star which is celebrating its 20th anniversary this year.

Pharrell’s debut collection as Head of Imagination was revealed in a life-sized installation. The California convention showcased jeans in 25 colourful prints in a pretty epic nature-inspired backdrop. The prints were selected by Pharrell and range from plaid to camo, checkerboard to stripes, and floral to kaleidoscopic inspired by different places around the world.

Pharrell spoke of his work with G-Star, to be released in February 2017, saying, “What we are trying to do is make a space for creativity and experimentation. We’re not trying to tell people what to do and what to think, but just help them to express themselves openly. To choose what to wear and how to wear it. This collection is about freedom of choice- it’s about adding democracy to your wardrobe.”

• Words: Ella McNicol