Once again, Levi's® raised the bar for highly conceptualized collection previews with last night's Spring/Summer 2012 fête. The famed American jeanswear label set the tone for denim fashion and lifestyle trends, transforming a midtown soundstage into a multifaceted, interactive event that drew a large crowd eager to see (and experience) the collection.
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. My favorite look featured a model in full-skirted jeans overalls (the prairie/farmer trend is a bit more Big Love compound-inspired this season). Merging country and city styling, she hung out on a grassy patch with fellow Levi's® models in downtown skinny flares and retro polka dot blouses. Further creating pleasing juxtaposition, cheetah and bright floral accents spiced up classic denim looks, renewing faded plaids and classically distressed indigo.
Creating unexpected contrast, the string quartet gave an ethereal feel to the event… something about hearing Bach's "Air on the G String" while looking at the collection in the moodily lit space was particularly arresting. The hot models, Patron cocktails and cured trout roe also helped.