Leading Russian stylists shared stories about life at Levi's®, decorating the windows of the Levi's® European store.
The global campaign Live in Levi's® was launched in early September with the launch of the digital platform of the same name. Here, using the #LiveinLevis hashtag from popular social networks, posts about important and interesting moments of life at Levi's® from fans of the brand from all over the world are collected. The next step was the collaboration of the brand with representatives of the music and fashion sectors. Musicians and fashion figures from Europe and Russia visualize their stories in the form of autobiographical displays in the windows of key Levi's® stores. In Russia, two top stylists and famous TV presenters - Alexander Rogov and Sasha Fedorova - share their moments of life in Levi's®. Stylist and TV host Alexander Rogov expertly blends 501 Levi's® jeans into a casual look and gives them a special place in his wardrobe. DJ and model Sasha Fedorova knows the art of playing with her mood in outfits.And if today she is extremely feminine, and tomorrow she is a rebel, then one thing remains unchanged - the Trucker jacket, which always matches the chosen images.
The stylists decorated the windows of the Levi's® store in the Evropeyskiy shopping center with bright Polaroid shots and customized the Icons models for their stories. The Trucker jacket, bought in a vintage shop in Amsterdam, kept for Sasha Fedorova the business card of a local designer, who later became her foreign friend. Aleksandr Rogov's jeans painted white 501® remember the grand renovation of his apartment and the trip to London without the luggage forgotten at the airport of his hometown.
Almost everyone has their own Levi's® clothing story: are you the first to have jeans in class, or are you one of the experimenters who brewed denim? Holes and scuffs in jeans as proof of your courage during a fight or performing another trick; stripes and embroidery on jeans as tattoos as a sign of friendship and love. Levi's® are not worn, they are lived in - this is evidenced by the brand's new global campaign, giving everyone the opportunity to tell their life story in their favorite denim using the hashtag #LiveInLevis.
Alexander Rogov, stylist and TV presenter:
“There are many fond memories associated with my 501®. This year I was able to fulfill my old dream: I finally got an apartment. As with the design of my favorite jeans, there is nothing superfluous in my new home - minimalism and white. At a housewarming party with my friends, I celebrated this great event by painting my Levi's® with the same white paint. Now these are not just jeans, but a symbol of a new stage in my life!"
Sasha Fedorova, model and TV presenter:
“On my first trip to Amsterdam, I walked into a vintage shop and bought a Trucker jacket. When I decided to wash it at home, I found the name and surname inside, written with a marker. I drove them into Facebook. It turned out that this jacket belonged to a guy from Los Angeles who buys and customizes vintage denim. We have become friends and are happy to visit each other. This is how Levi's® brings countries together!"