The new series is meant to have the go-to pair of jeans for every woman. The new Live In Levi’s global campaign reflects the inclusiveness in their women’s line featuring female artists of all ages, shapes and ethnicities. Stars of the campaign include Alicia Keys, Ryn Weaver, and Ibeyi.
French-Cuban musical duo and twin sisters, Ibeyi.
We recently attended the new Levi’s women’s denim collection launch party at Milk Studios in the Meatpacking District. The event coincided with the release of the most significant change to the Levi’s women’s line since its inception. The Lot 700 update was an historic shift for a company so famous for its menswear. The theme running throughout the event was the staying power of Levi’s throughout American history. The new 700 series fit this big picture view by sticking with classic skinny and boot cut styles and avoiding temporarily trendy washes and treatments. However, the event was less geared towards previewing the construction of new pieces as it was focused on celebrating women’s empowerment. The walls of the warehouse featured dreamy lifesize portraits of influential badass babes in jeans by Petra Collins and glowing shadowboxes of vintage women’s Levi’s ephemera. Music by The Misshapes followed by a live performance by Lion Babe fed the crowd’s energy. Camera in hand and properly inspired by the triumphs of American women we waded through the warehouse packed with attendees decked in denim.
Models styled in five flavors of the new collection from the 711 Skinny to the 721 High Rise Skinny.
Leigh Lezark of The Misshapes mixing.
Photographer of the evening Petra Collins does skinny jeans with a Bowie tee.
Jillian Hervey of Lion Babe and Levi’s own Jimmy Everett share a blue carpet moment.
Model Yuka Mizuhara styled in dark blue skinny jeans in front of vintage Levi’s ads.
Detail of a pair of vintage women’s Levi’s with cinch back displayed at the event.
Check out more outfits of guests and models in the gallery below. Special guests included models Michelle Oullet, Nina Agdal, Carlotta Kohl, Georgina Burke and Jennie Runk.
All images via Raffael Flores-Contreras
—Emily B. McIntosh
Tags: Levi's, Levi's Launch Party, Petra Collins, women's Levi's, womens denim
According to Levi’s, their efforts to save 1 billion liters of water have come to fruition. From Denim Blog:
You may remember that about a year ago, Levi Strauss & Co. CEO Chip Bergh said that he rarely washes his jeans. His remarks sparked a debate about the frequency of washing jeans and the importance of washing less. Today, LS&Co. is continuing that conversation with consumers and the industry by announcing several initiatives.
• 1 Billion Liters Saved – Levi Strauss & Co. has saved one billion liters of water since 2011 through its Water.
• Consumer Engagement Campaign – LS&Co. today launched a digital tool to help educate consumers about the environmental impact of their own washing habits. LS&Co. is also asking fans to take the #WashLessPledge, by promising to wash their jeans less between World Water Day (March 22) and Earth Day (April 22).
• Product Lifecycle Assessment – Released today, this research showcases the differences between washing habits and impact areas across the globe; we also know from this data that some of the greatest water and energy impacts in the life of our products results from how consumers care for their jeans.
I think it’s amazing that they have managed to save 1 billion liters of water! It’s incredible to think just how much water gets used in the washing and making of jeans, so I’m glad they are taking action. I rarely ever wash my jeans myself purely because I’m a denim enthusiast that believes washing them too often ruins the wash and colour, so it’s good to know by doing that it’s actually helping out as well.
The study shows that of the nearly 3,800 liters of water used throughout the lifetime of a pair of jeans, cotton cultivation (68%) and consumer use (23%) continue to have the most significant impact on water consumption. Consumer care is also responsible for the most significant energy use and climate impact, representing 37 percent of the 33.4 kilograms of carbon dioxide emitted during the lifecycle of a jean. The new LCA expands on previous research to better understand the impact of cotton cultivation and includes data from the world’s primary cotton producing countries, including the United States, China, Brazil, India, Pakistan and Australia. It also analyzes consumer care data from new markets, including China, France and the United Kingdom, to understand the costs and benefits of differences in washing habits.
To reduce the impact of cotton consumption, LS&Co. is working with the Better Cotton Initiative® (BCI) to train farmers to grow cotton using less water. Based on the latest BCI harvest data available, in 2013, cotton farmers in China reduced their water use by 23 percent compared with farmers who were not using BCI techniques. LS&Co. plans to continue working with its global suppliers with the goal of sourcing approximately 75 percent Better Cotton by 2020, up from 6 percent today.
The new LCA also reveals that Americans use more water and energy to wash their jeans than consumers in China, France and the U.K. It shows that consumers in China wear their jeans, on average, four times before tossing them into the wash — and if American consumers did this, they could reduce the water and climate change impact from washing their jeans by 50 percent.
“It’s time to rethink autopilot behaviors like washing your jeans after every wear because in many cases it’s simply not necessary,” said Chip Bergh, CEO and president of LS&Co. “Our LCA findings have pushed us as a company to rethink how we make our jeans, and we’re proud that our water stewardship actions to date have saved 1 billion liters of water. By engaging and educating consumers, we can fundamentally change the environmental impact of apparel and, ideally, how consumers think about the clothes they wear every day.”
Tags: #WashLessPledge, 1 Billion Liters Saved, Chip Bergh, Levi Strauss & Co., Levi's Jeans, saving water campaign
Alexander Wang‘s new denim ads give new meaning to the term “racy”. They feature model Anna Ewers, shot by Steven Klein, in nothing but jeans. But even then, the jeans aren’t doing much to cover her. As seen in the shots below, her jeans are scrunched around her ankles, and she appears asleep or otherwise indisposed. Suggestive? Offensive? Artistic? A second shot features a p.o.v. from the model’s perspective, with one hand between her legs.
We’re not sure how these ads are going to sell jeans when the jeans are the last things you notice. ”Sex sells”, or just plain raunchy? You decide.
Tags: Alexander Wang, alexander wang denim, controversial ad, controversial fashion, denim ad, denim campaign, sex sells, sexual campaign, sexy campaign
When you’re the daughter of a denim industry aficionado, your chances of inheriting the passion for baby blues is are pretty high. That’s exactly what happened to Marta Goldschmied, whose father founded AG Jeans (one of our favorite companies). She’s launching MADE GOLD Denim this season, and the outcome is looking more than promising. The most exciting thing she’s got on tap? Activewear fabrics that look like denim, coined “indigo activewear”. Your mind might default to jeggings, but there is something far more luxurious going on with this formula. We asked Marta a few questions about her new line. Check out her answers below.
Denim Therapy: Obviously you hail from a bloodline of denim expertise (please stop us from making a jeans/genes joke here). Were you raised an expert, or did your interest in denim pique recently?
Marta Goldschmied: Having been brought up in the fashion industry since childhood, it was a natural evolution for me to get involved—especially in the denim industry. Shane and I came together because we shared a vision of creating a new generation of denim, redefining classics while still remaining true to the denim industry’s roots and history. We bring a fresh take and aesthetic on denim, and it’s important for us to take MADE GOLD to the next level every season, which is why we launched with a full ready-to-wear collection including leather pieces and cotton tees and tops in addition to the core denim styles.
The biggest lesson I’ve learned from watching my father is something he’s taught me about life: you don’t have to be the loudest person in the room to be the most respected. That’s the lesson I carry with me throughout this journey. He’s taught me that you have to be truly passionate when building a brand, and that passion and dedication are key to success. There’s no secret design advice.
DT: The phrase “indigo activewear” is immediately inspiring to denim lovers like us who are also into fitness and an active lifestyle. Can you tell us about how that was developed, and the story behind it?
MG: MADE GOLD’s Indigo Activewear has been the most exciting and challenging pieces to design and develop in the collection. While other brands have taken denim styles and offered them in knit activewear fabrics, we decided to do the opposite. We took the elements we know are key in denim, like washes and feel, and offered actual denim designed in activewear styles to make denim even more versatile and essential for customers.
DT: What are your favorite styles from the collection, and how would you style them for fall?
MG: My favorite pieces are the Legend with the 42″ inseam fashion skinny, which stacks up at the bottom. It’s a new take on the skinny jean silhouette, which is a favorite of mine, and is extremely flattering through the leg. I style it with the MADE GOLD cut-off tank and a killer heel, and I’m ready to go.
We’re currently working on our Fall/Winter 2015 collection and are excited to continue developing MADE GOLD products. There are some amazing structured over coats on their way, as well as crisp button ups and more closet essentials to pair with our core denim jean styles.
Check out MADE GOLD for more information, and check out their very cool lookbook below.
—Michelle Christina Larsen
Tags: Adriano Goldschmied, denim activewear, indigo activewear, interview, MADE GOLD, Marta Goldschmied
MiH Jeans is launching their third run of Bodycon Jeans on October 1st, featuring new washes and styles. The special fabric blend used in this collection ensures a flattering fit, and the brand new styles are definitely something to look forward to: The Bodycon Marrakesh, a narrow kick-flare jean, the Bodycon 5-Pocket Jean and the figure-flattering Bodycon Zipper Skirt. See them below. These jeans are almost guaranteed to sell out if the previous runs are any indication, so mark your calendars, ladies…
Check out MiH Jeansfor more.
Tags: bodycon jeans, buy jeans online, denim skirt, form flattering jeans, high rise jeans, mid-rise jeans, MiH Jeans, most flattering jeans, womens denim, womens jeans