THERE HAVE BEEN several denim brands presenting catwalk shows this season and now its over to Levi’s for their Spring/Summer offerings. The problem with Levi’s was the catwalk presentation. Whereas the adult range can sport a hunky model clad in only his tight 501s with a rippling six-pack on display, the childrenswear display felt bland in comparison. To be fair, Levi’s make great jeans, T-shirts and jackets, and the audience saw a variety of denim techniques: bleaching, stonewashes, distressing.
Most notable was the brand’s escape from the skinny jean, favouring a looser cut. But one has to ask, was a show really necessary? Levi’s is great at marketing, their campaigns are legendary, launching pop tartlets to number-one glory and seducing audiences in the comfort of their home, so wouldn’t one of their inventive advertising campaigns delivered the Levi’s message more successfully?