In 2022, Levi's was once again the official partner of Germany's Next Top Model. In February, the beloved reality TV show was filmed at the Haus of Strauss in Los Angeles.
In the last episode of Germany's Next Top Model, the final 6 candidates presented the latest Levi's Spring Summer collection. The season’s collection brings back the 501 90s-style denim jeans in different hues paired with puffy-sleeved blouses, retro bomber jackets and cozy cardigans. The candidates paired up and were challenged to put together a unique look and later present it in a short Instagram reel. The three winners – Juliana, Inka, and Noëlle – were awarded an exclusive photoshoot as the faces of the current Levi’s campaign.
We at PIONEERS produced the setup and hosted the meet & greet event at the Berlin flagship store. We invited 20 members of Levis’ loyal customers for a special personalised shopping experience and brunch with the winners of the #GNTM challenge.
We designed the visuals for the Haus of Strauss set up and redecorated the Levi's flagship store in Berlin to recreate the cosy and homey atmosphere of the LA house. Throughout 86 stores across Germany, PIONEERS created eye-catching windows that showcased Levi's collaboration with GNTM.