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American Eagle Debuts Fall 2012 Campaign Featuring Shay Mitchell

Winter is starting to look brighter: American Eagle will feature 15 young stars in its new Fall 2012 ad campaign, entitled, “Live Your Life”.  Heading the line-up is Pretty Little Liars star Shay Mitchell.  The campaign emphasizes the brand’s focus on individual style and truly living your life in American Eagle denim.  Check out the behind-the-scenes photos, where Shay is wearing American Eagle’s new Skinny Kick jeans ($49.50), in stores in July.  Throughout the summer, American Eagle will continue to unveil the additional 14 guys and girls in the campaign.

American Eagle Fall-Winter 2012, Featuring Shay Mitchell


For more information, go to American Eagle online.


—Kathy Ng Hassan


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Posted Jun 04 2012 in Denim Fashion » Lookbooks

An Exclusive Q&A with Level 99 Denim

When it comes to making denim purchases, you’ve got to remain level headed. Okay, we’ll end the puns right there! But seriously, finding jeans that fit and are great quality, and not taking a sledge hammer to your bank account in the process, are all very important things. Luckily there’s Level 99—a denim brand that offers you the ultimate solution! Premium denim in a wide range of versatile styles (whether your look is professional, casual, nightlife-bound, etc) for just the right price. Intrigued? Read on for our exclusive interview.

Denim Therapy: Let’s start from the beginning.  How did you know you wanted to be a designer?

Level 99: It was a unique niche offering premium quality product at an excellent price.

DT: Are there other denim brands you consider your immediate competition? How do you differentiate yourself from the hundreds of popular denim brands afloat right now?

Level 99: Other than the big contemporary premium denim labels like 7FAM, Citizens, AG, etc., there’s not many brands available at our price point. We pride ourselves on creating a product that’s unparalleled for the price. One of the main differences between us and other brands is that we develop all of our own fabric internally so we have a lot of interesting fabric options not available elsewhere.

DT: Do you have any pre-designing rituals?

Level 99: Lots and lots of research whether it be shopping stores, flea markets or different social events, i.e., trunk shows, openings.

DT: Describe the person who represents your ideal target customer—the customer you have in mind when you’re planning a collection.

Level 99: The Level 99 woman is sophisticated and extremely knowledgeable of the current trends.  She is influenced by the high end designer collections and is shopping for similar products at an affordable price.

DT: Can you give us hint about what’s next?

Level 99: Lots of sophisticated and tailored trousers, retro flares and voluminous wide legs for Fall/Winter.

DT: What are the most popular washes/fits in the line? What are your favorites, and how would you style them?

Level 99: Deep saturated rinse.  Skinny straights are still going strong and wide legs are making quite an impact. Flares and culottes worn with a great pair of dark, classic platform pumps.

DT: Do you have any favorite/least favorite denim trends right now?

Level 99: Color denim in various silhouettes.

DT: Street style and style blogs are huge in the industry right now as a source of inspiration, influencing the high end labels rather than vice versa. How much does street style influence your designing?

Level 99: Street style is more relevant to our market and customer than what is styled on the runway.  It is important to see the adaptation from runway to real life and is more personable.

DT: How many pairs of denim do YOU own?

Level 99: I’ve lost count.

DT: Favorite celeb wearing your brand?

Level 99: Shay Mitchell. She’s stunning.


To learn more about Level 99 you can visit their website or “Like” their Facebook Page.

—Jackie Racer

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Posted May 20 2011 in Denim News » Interviews » Lookbooks
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