Iconic denim brand Levi's outdid themselves this year with their Spring/Summer 2010 press preview held at the Levi's Photography Workshop on Wooster St yesterday evening. Models were positioned together in catalogue-ready poses in smartly styled pieces from the latest collection. Also on display were Levi's Curve ID models showing off Levi's latest initiative to create jeans that fit according to shape as opposed to size. Dozens of watercooler bottles hung artfully from the ceiling over a bit of text on the floor explaining how their new "Water<Less" process saves up to 40.6 liters of water per jean. Wow!
Levi's does a phenomenal job of reminding people of their workwear heritage. With that said, you have to give credit to the design team for honoring their past, but always looking ahead and being progressive. I fell in complete and total love with the lightweight, pleated denim capris worn by the blond model with the pixie/punk haircut. The less-than-snug trousers on the model wearing the cropped denim vest and kerchief were a styling favorite of mine. The male model in the faded, dark, rose colored denim shorts paired with a striped tee was a good example of how masculinity is all in the wearer and not necessarily the color.
As a bonus, we were serenaded by soulful rock band from the UK, The Duke Spirit who was decked out in Levi's as far as I could tell. Lead singer Leila Moss was seriously bringing the energy.
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