Levi’s Goes Avant-Garde With Amazon’s ‘Making the Cut’ – WWD

Amazon helps to show Levi’s the wrong way up — not less than on its streaming actuality present “Making the Minimize” and with an enormous help from contestant Gary Graham.  

Levi’s visitor stars in episode 5 of the present’s second season, which dropped Friday on Prime Video and is hosted by Heidi Klum and Tim Gunn. For the primary time, a single model led the design problem, dubbed “The Levi’s Avant-Garde Problem.”

Opponents on the present needed to create a runway and ready-to-wear look utilizing Levi’s denim, sundries and trims. 

For the challenge, they labored with Karyn Hillman, Levi’s chief product officer, to co-create appears that mixed the model with every designer’s personal aesthetic. 

“Originality and authenticity are on the core of what we do and that’s why we love working with rising designers,” Hillman mentioned. “In the end, we got down to encourage genuine self-expression — creating items which might be new but timeless, and one thing you possibly can put on many times.”

Graham received the problem along with his design, “The Levi’s Upside-Downable Trucker Jacket,” which blends the avant-garde with Levi’s iconography and will be rotated 180-degrees to create an extended silhouette and a extra “cocoon-like” match.

Hillman mentioned: “Gary’s reinterpretation of our Trucker Jacket completely infuses his spin into our denim icon, creating one thing fully recent and distinctive.” 

Graham mentioned: “The cocoon form has been a silhouette I’ve experimented with for the previous 10 years. I believed it was the right previous, current, and future silhouette, and I instantly imagined the Trucker reinterpreted in it.” 

The gender-neutral jacket fits completely different physique sorts and personalities and is out there for $200 on Amazon Trend’s Making the Minimize retailer.

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