Levi’s® Spring 2012 press preview, London and NYC

This week Levi’s® previewed their forthcoming S/S 12 lines, presenting two highly conceptualized collection previews in both London and New York.

The famed American jeanswear label set the tone for denim fashion and lifestyle trends in New York earlier this week, transforming a midtown soundstage into a multifaceted, interactive event that drew industry heads and buyers alike to see (and experience) the collection.

A relaxed tone was set with a moody lighting, Patron cocktails while a string quartet, creating an ethereal feel with classical melodies like Bach’s “Air on the G String”. Each of Levi’s® initiatives, including its Made Here, Water<Less and Commuter lines, had its own vignette, complete with mood evoking staging, props, models and of course fantastic product. Merging country and city styling, models hung out on a grassy patch in downtown skinny flares and retro polka dot blouses, while the gents leisured in rowing boats for a traditional Oxford prep appeal. Themes ranged from the field sports looks from their recent Filson collaboration to more audacious animal prints and bright floral accents.

The London preview took a slightly more modest approach. Set at the showrooms of creative agency, Exposure, the presentation focused on the highly anticipated Levi’s® Commuter collection, which is expected to drop in the U.K. in March 2012. In keeping with the cyclist theme, the collection was arranged among single-speed bikes, handlebars, and chains. Drawing on their workwear heritage, the new series incorporates cutting-edge technical functionality, while integrating feedback from urban cyclists who already wear Levi’s® . With the popular 511 Skinny Jean and Trucker Jacket as their base, the Commuter Collection retains the same fit and shape, adding considered functional pockets, water repellent coating and reflective bound seams.

Also included in the presentation were LVC, Made and Crafted and the new DNA line, created to represent the classic Levi’s® Red style. The new DNA collection plays with ideas of new classics by exaggerating proportions with oversized design details, novel shapes and updates to their classic ‘Red’ styles. The Red-Tab collection revisited their core silhouettes from the brand’s extensive archive, with saw-tooth shirts and classic workwear jackets.

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