If you passed by 18 Wooster St. in New York last Thursday, you might have caught a glimpse of the future – as envisioned by the Levi's® brand design team.
The brand took over the Levi's® Photography Workshop for the night to host its spring 2011 press preview. On hand were invited editors, bloggers and stylists – 350 in all – to see first what'll soon be seen in stores and, of course, on the streets around the world.
This wasn't your father's fashion preview.
Rather than using a runway, the event showcased the new, key men's and women's spring looks with live models – six male and six female – in a static presentation.
In other words, the models stood around in great Levi's® product, looking both cool and hot at the same time.
It's harder than it looks, I think.
Three models wearing Levi's® Curve ID jeans were also part of the preview. Plus the fashionistas got their first taste of Levi's® new Water<Less collection, which arrives in stores in January.
British rockers, The Duke Spirit, played what was described as a powerful and energetic set for the guests. They even introduced a brand-new song, Procession, available for free download here.
Okay. Not quite free. It'll cost you your email address.
Bloggers were all over the preview in posts that followed the event. Here are a couple of my favorites:
Denim Hunt: "Levi's does a phenomenal job of reminding people of their workwear heritage. With that said, you have to give credit to the design team for honoring their past, but always looking ahead and being progressive."
Denim Blog's Renee Sykes: "Overall, the new line was fresh, wearable, and right on trend for spring. The space was beautiful, and Levi's threw a fantastic party. Two thumbs up for the iconic denim brand!"
And what's a fashion blog post without...pics??? Enjoy.
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