Pharrell became a co-owner of G-Star RAW back in February. Now, we get to see the first campaign under his creative direction.

This new image set offers a peek at its Fall/Winter 2016 campaign, which a brand spokesperson says offers “a look behind the curtain to explore the concept of ‘RAW.’ They step beyond the product to tell the story of the brand itself and the people behind it.”

Pharrell looks to expand beyond traditional denim, by using it in everything from jumpsuits and deconstructed women’s blazers, to unconventional products such as a teepee and jockey outfits.

Stay tuned for more from G-Star RAW in the coming months…