There is only one word to describe the scene at the G-Star Raw Spring 2009 show: Intense. From the rising staircase in the middle of the runway, the choreography, the stadium style seating, the flashing lights and pulsating bass of the music, the G-Star presentation was as much about the atmosphere as the clothes.

G-Star teamed up with the United Nations Millennium Campaign to present the show, which was dedicated to the UN promise to End Poverty by 2015. The action packed show began with a presentation of the goal to end poverty by 2015 by Alan Cumming and Heather Graham, both ambassadors for the Millennium Campaign.

Picture a T-shaped runway with three doors at the top of the T. There was one door on the right, one in the middle, and one on the left, and synchronized models walking out of each. In the middle was a stair case that would rise and fall as the models walked across it. They were dressed what G-Star Manager Styling Director and G-Star designer Pauline Barendregt described as “raw luxury,” a mixture of washed and raw denim, trench coats, chinos, mini dresses, and of course jeans. “We are denim specialists and we would like to bring luxury to the streets,” she said when we spoke to her backstage.

“Jeans are always there, they’re always in. We don’t jump on trends. We’re product developers. That’s how we see ourselves,” said Michiel Keuper, designer for G-Star’s NY Raw and Correct Line collections.

The show brought out lots of celebrities, including Mira Sorvino, Robert Buckley, Zoe Saldana, the Veronicas, David Banner, Damon Dash, and Maxwell. It was definitely unlike any other show I’ve seen.