15.09.2016 Paris VIII #fashion

Levi’s, young and forever

To celebrate its new address regrouping its headquarters and its French showroom, Levi Strauss & Co invited its collaborators, partners and friends artists like Nicolas Ouchenir or Nadège Winter to discover this nerve centre located rue de la Boétie in the iconic district of the Champs-Elysées on the occasion of an explosive evening which illuminated this usually so quiet street.

Giant mapping and plant logo signed the location of the building in the Eiffel style, which now houses the world leader in blue jeans by retracing the highlights of its history, while a mobile version on a scooter of the Tailor Shop, a customization workshop where the most audacious were able to add an even more personal touch to their fetish pieces.

The evening was punctuated by many surprises like the very private showcase of the young band Hyphen Hyphen and DJ Louise Chen’s mixes. Proof if it were necessary that jeans are, beyond the symbol of a young and perpetually reinventing spirit (and it is not Crystal, one of the members of the Gucci Gang who would contradict it), that of the group’s attachment to new talents.

Photos: Virgile Guinard

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