dudes a freelance creative not a fashion designer by trade, he works within briefs and if he fulfils them satisfactorily that's all that matters. would it be nice if everything he does has a central theme? yeah probably but he's not acting terribly by taking work in which he markets himself to do. the same company who designed the Sydney opera house designed a 15 story hexagonal monstrosity which is a tower block of flats in my town, that doesn't devalue the company or their future work as in once instance they were told to build what they wanted and the other they had a budget and a spec they built both appropriately. no different from what he's doing.
why get so riled up for him working at gstar, it's not even that bad of a brand just a little bit behind the trends no different in scale and scope of brands like fred perry and bensherman who recently took new art directions and are more respected than they have been in some time (albeit that has something to do with current trends). the similarities extend with fred working with raeburn and raf who probably share a similar tangible relation to that brand as aitor does g star.
i'm not sure why this is so controversial to many people, only argument i can put on it is people can't see past the kids in their high-street who wear gstar from the early 2000's with nikes and baggy sweaters with their bold washes, but if that's the case surely aitor has every connection to the brand he needs to be "justified". from the work and trailers he's put it out it still feels true to what he's previously done while also representing gstar as they have always tried to represent themselves. is it revolutionary? no, is it well done? yeah.
http://www.surfdome.com/fashion_blog/gstar-raw-ss14/this said i'm the first to admit i'm an aitor fanboy and take a optimistic approach to designer intentions compared to some people, but even with that in mind this feels no different to what he's done before.