19 hours ago | By Samuel Trotman
Get more Denim insights as a WGSN subscriber
Yesterday, we had the privilege to attend the launch of Levi’s® first ever global collection during New York Fashion Week at SoHo’s landmark Mercer 82 event space.
Set in a huge industrial space that spoke Brooklyn rather than Soho, the Levi’s® Fall/Winter 12 presentation represented the iconic denim brands effort to elevate and broaden their image. The new vision, which global vice president of creative direction Len Peltier said has been under way for three years, was presented 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.
“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 Vice President of Creative Direction.
The Fall/Winter 2012 collection was based on a more refined and tailored look, for both men and women. The designs were inspired by the idea of craftsmanship, honesty and authenticity – honoring tradition while defying convention, redefining the norm and re-crafting and re-creating iconic Levi’s® styles. The collection was built around the pinnacle pieces from the entire Levi’s global brand, including Levi’s® Red Tab, Levi’s® Made & Crafted, Levi’s® Vintage Clothing and the pioneering Commuter Range, which is making waves across the world since its launch last summer. Additionally, as part of Levi Strauss & Co.’s profits through principles approach, sustainability was also embedded throughout the collection with the use of Water<Less™ techniques and sustainable finishes playing a prominent role this season. If the objective of the show was to move the collection beyond the 501, mission accomplished.
Steeped in the authenticity and craftsmanship that the brand is known for, the collections were built around classic and refined styles with sharp clean aesthetics, which have been tailored to perfection. For women, this meant a much more dressier appearance, many which looked more polished and fresh, such as the cropped white button-down shirt shown with a fluid A-line skirt. Coated fabrics and tencel constructions played a huge role in the collection such as coated indigo tencel pleated prairie skirts, low-slung dungarees and a re-crafted tailored flare. The made & crafted custom type 2 suede trucker jacket was an item worth noting, as was a bibbed tuxedo shirt in blocked indigo.
For men, the signature rugged, workwear look was balanced with more refined fits with repurposed type 2 truckers worn alongside tailored cinch back pantaloons. Hunting and military-inspired outerwear was paired with chambray work shirts and stiff, raw denim and reworked sta-pressed chinos. The season also brought with it an unexpected and exciting color palette where electric blues, rich yellows were balanced against more grounded hues like charcoal, olive and jet blacks.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.