Levi’s Brand at New York Fashion Week
The Levi’s brand launched its first ever global collection during New York Fashion Week at SoHo’s landmark Mercer 82 event space Wednesday afternoon. During the event— a hybrid between custom-made vignettes featuring pinnacle products from the line and a runway show— the Levi’s brand showcased the key looks from its Fall/Winter 2012 collection.
“Levi’s has always been about embracing the energy and events of our time. Today, fashion is more democratic and accessible than ever, making New York Fashion Week the perfect moment in time for the Levi’s brand to launch our first global collection,” said Len Peltier, global VP of Creative Direction.
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The Levi’s Fall/Winter 2012 collection is based on a more refined and tailored look, for both men and women. Its presentation at New York Fashion Week was inspired by the ritual of “getting dressed.”
Through a series of vignettes, taking the form of sculptural installations and representing the consumer’s personal space, lifestyle and style, guests were guided through an art gallery-like space in which key looks from the collection were showcased. This was followed by a runway show showcasing the entire collection.
The key trend for men this season is the tapered look, for a great flattering fit that sits just below the waist, is slouchy on the top and has a slim tailored leg.
For women, the key look for the season is the Bootcut Skinny, which the Levi’s brand has completely reinvented.