Levi”s joins the style elite as it reveals plans to stage catwalk show at New York Fashion Week
Jeans giant Levi”s has announced it will show its “core collections” at New York Fashion Week in February 2012.
The presentation will include the Red Tab, Vintage Clothing and Made & Crafted lines.
It will not be the first time the brand has had a presence at Fashion Week. It showed the one-off collaborative collection Warhol Factory x Levi’s x Damien Hirst capsule line during New York Fashion Week in 2007.
Catwalk debut: Levi”s first presented its elite collection at New York Fashion Week in 2008. Next year will be the first time the brand shows the “core collection”
Creative director Len Peltier told WWD:”We wanted to show in New York because it”s such a global stage.
“We”re building out our presentation ideas now, and it”ll be something more interactive than just a runway show.”
The mainstream denim maker is one of a growing number of chains to step into the spotlight of high design.
Haute club: J Crew is another mainstream brand that has successfully shown at the industry event. Critics say this has a “democratising” effect on fashion
Under the leadership of creative director Jenna Lyons, J Crew swapped its preppy Hamptons look for a hipper Brooklynite styling when it debuted at New York Fashion Week thisyear.
And, in 2009, denim rival Diesel presented its elite streetwear range, Diesel Black Gold, which is headed up by acclaimed London-based designer Sophia Kokosalaki.
So how does the increase in chain stores and more accessible brands sit with the traditionally upscale event
Precious metal: Under the guidance of British designer Sophia Kokosalaki, Diesel presented its high-end Black Gold line at New York Fashion Week in 2010
In reaction to J Crew”s presentation, The New York Observer noted: “The once hyper-elite event is becoming more utilitarian, catering to well-funded mall brands”, adding that the appearance of labels better suited to malls will have a “democratising” effect on fashion.
“High-fashion is finally trickling down to the lay-people, becoming an affordable but refined commodity,” it said.
The key motive for these brands to spend the money and time on creating collections to show at fashion weekis to improve their global marketing – the catwalk images are picked upall around the world.