We have been looking forward to the Levi's preview events because they get more entertaining every season. This time around, the legendary denim brand returned to the airy site of its open Photo Studio project on Wooster Street. Instead of having models lined up on a platform. this time they set up several vignettes around the lofty space to illustrate the label's various product lines. The babes in the convertible above are showing off Levi's Curve ID. The hot guy in the bathtub is showing off the brand's environmentally conscious Water<Less program to reduce water consumption in its manufacturing process along with his well defined abs, and the heavy lidded couple on the bed surrounded by empty Champagne bottles are representing, uh ... the end of a drunken evening/early morning. So it's not all about product lines, but we also got a glimpse of a continuing collaboration with Heritage brand Filson and more items pointedly made in the U.S., which represents an encouraging sign for Levi's return to more domestic manufacturing.
The line continues to mine Levi's considerable heritage and still has a bit of funky seventies and eighties vibe, but has added a more contemporary edge that looks great. In the middle of all this was a busy open bar, hot hors d'ouevres and plenty of homemade cheese twists. Instead of a live band, this season Levi's opted for Teen Vogue's Style Features Editor Andrew Bevan who did a very respectable job DJing along with another appearance from those mysterious, silent appearance appraisers, The Bumbys.
More pictures after the jump