LEVI'S 501
fall/winter 2008/9

Levi's has engaged Nicolas Formichetti, Creative Director of the Londoner trend magazine Dazed & Confused, to interpret the classical blue jeans for the next fall/winter 2008/9 campaign. For the jeans presentation he uses no flashy accessories, no over-hyped styling, or bold colors. Next season it is fashionable to wear Levi's 501 with basics such as a black t-shirt or a white shirt in combination with a vest or jacket.

Not every fashion changes with the seasons

In the last 100 years a few pieces have kept their fashion-credibility over seasons: the classical DocMartens from the late 60s, the practical Burberry trench coat (Humphrey Bogart has already worn it in the film Casablanca in 1945), the Levi's 501 five pocket jeans which were owned by fashion celebrities like Coco Chanel and Yves St. Laurent, artists like Andy Warhol, who wore nothing but black 501 jeans for over half of his life, and Damien Hirst, the actors Jane Fonda, Marlon Brando, ... or writers like Arthur Miller and Jack Kerouac.

In 1873 Levi Strauss and Jacob Davis developed the first blue jeans for workers to wear it for protection over their trousers.
In 1935 the world’s first jeans cut for women “Lady Levi’s®” were directly adapted from the Levi's 501 jean design.

In the 50s the Levi's 501 jeans became a symbol of youthful rebellion through the influence of Hollywood movies such as ‘A Streetcar Named Desire’ in 1947, novel by Tennessee Williams, starring Marlon Brando. The inspiration came from Williams' friend, painter Jackson Pollock, who wore nothing but Levi's 501 jeans and white tees while working on his action paintings.

What's the secret for the timelessness of these jeans? Is it because they make a sexy back, or is it the straight cut?

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