Following Pharrell William's 'Elwood X25' collection for G-Star Raw, our concept is to create the next limited edition range of jeans, focusing on colour rather than print. The range will be named 'Chroma X4' and was inspired by the fact that Williams has synaesthesia, a condition that makes him perceive sounds as colour (Lynskey, 2016). ​ From observation G-Star Raw have struggled to create a distinct brand image when compared to other denim brands such as Diesel or Levi. There is a perception that denim brands have a sexual focus to their advertising however the purpose of Chroma X4 and the new tag line 'You Are G Star' is to promote individuality and confidence. Chroma X4 features four pairs of limited edition jeans in various colours in order to appear bold while still allowing the consumer to express their individuality.