Great brands figure out how to evolve, and pushing innovation has stayed consistently on Levi's mind: killer collaborations, technical product to match various lifestyles... As the allure of Americana has given way to a more international perspective, so went the San Fran denim brand, and launched their first global line for next season. With it? Their first ever runway show at New York Fashion week, and it was a winner.
We've continued to refine our aesthetic, without giving up that kind of rock n' roll attitude that got us here," vice president of global creative direction Len Peltier told GQ, and we'd agree. The looks were tailored, traditional styles tinkered with (like a puffer take on the classic trucker), and the overall package totally appropriate for the format. In lieu of a wholly 'fashion' take on the presentation, Levi's went where they feel comfortable: lifestyle. Models (half of whom were real peeps) walked the runway, while simultaneously several others came out undressed and chose their daily kit from multiple merchandised vignettes (a locker room, a classic closet, etc.) Arthur K. rode a bike down the catwalk, a banjo player came out and ripped the finale. "Style is style," says Peltier, "we're looking for innovation." If it's innovation in presentation we're talking, they nailed it. It felt fresh, new, and distinctly on brand.
So what's the next frontier for America's original denim brand? "China," Peltier quickly responds, "that's one of our biggest markets in the next few years. I think one of the greatest challenges is pushing our label where we have no history. It's made us re-think what we want to portray to people when they're first introduced to us. It's exciting."
Well, if we'd never heard of Levi's and we attended the show this past week, safe to say we'd be infinitely impressed... Yeah the pretty people in various stages of undress were alright, but did you see those sexy STA-PREST chinos? So necessary.
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