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Live in Levi’s

Thursday 11 September 2014
Words Ailis Mara



Aluna George, Becca Dudley and Bluey Robinson for Live in Levi’s campaign

Who hasn’t lived in a pair of Levi’s at some point? We’re sure there’s a few girls who weren’t parted with their vintage pair of cut offs at this year’s music festivals. Now music and denim reunite. The iconic brand has recently launched the ‘Live in Levi’s’ campaign, and this month they add to the venture by including some of our favourite musicians.

The Live in Levi’s campaign launched as on online platform and a digital space for people to share stories of regular day to day life in their Levi’s, or even a bigger more life changing moment that took place when wearing them. The project aims to celebrate the trusty garments that are with us through the memorable moments – big or small.

Now the campaign turns to look at those memorable moments made by music and fashion influencers in their key stores across Europe. For the UK, electronic music duo Aluna George will be taking centre stage at the Levi’s flagship store. The duo are known for their unique musical sound, whilst Aluna’s quirky style often features the pages of fashion magazines, making it no surprise that they were chosen to front the campaign.

The pair were invited to curate the window display of the Regent Street store and offer an insight into their lives, living in Levi’s. The display will showcase how they spent their summer through a diverse range of images and quotes as they capture personal snapshots from their favourite festival experiences and show their own favourite denim pieces. They were also asked to help create an Origin space installation that will be featured within the store.

The brand will also be collaborating with Becca Dudley and Bluey Robinson who have helped to curate the Carnaby store display. Make sure to let us know which window you like best!