Levi's is launching a global collection for the first time. During New York Fashion Week, on 15 February, the American label presented its key looks for autumn/winter 2012 at the 82 Mercer event space in SoHo and they were fashionable and sophisticated.
Inspired by the ritual of getting dressed, the tapered look for him and the Bootcut Skinny for her were presented in a mix between artistic installation and fashion show.Whereas in the past it was blue collar workers who mainly preferred Levi's jeans due to their robust fabric, these days it's artists, musicians and activists who are representing the denim classic. And the lifestyles and clothing preferences of these consumers were showcased together with the most important outfits at the New York fashion event. The label's new refined and tailored looks stand for honest craftsmanship and authenticity and honour old traditions while defying conventions with modern interpretations – both in their style and in their production. And when it comes to the new collection, the company is still following the Profit through principles philosophy and doing its bit for sustainability with the Water < Less water-saving finishing technique.
Very exemplary – so on that note: isn't it great that Levi's is making its way around the world?!
