Levi's High Loose Collection is a celebration of youth's energy, echoing a delightful 80's inspired look and feel. Baring a compelling call to action, "SAVE WATER. WEAR HEMP.", Levi's delivers on their promise to provide sustainable products to people: the high loose collection is sustainably made of super soft cottonized hemp.
Using Levi's youthful and disruptive style, we arranged the flagship store in Berlin to send all the right vibes to the audience. Everything revolved around the "SAVE WATER. WEAR HEMP." message was put forward in all the executions - poster walls, windows, statement light boxes, floor stickers, videos. Two large windows had been planned with a see-through design and arranged with the elements of the campaign, using sustainable materials, dried moss, and wood. The main promotional area in-store shows a large floor sticker with a green, nature-inspired leaf pattern.
At the same time, four wooden frames (reclaimed lumber) provided a clean and modern look with enough space for product presentation and hanging goods. The mannequins styling and decor were rather unusual - we used blocks of green moss in nets, covered flower tops with it, and used helmets and bucket hats made out of moss. The styling followed a utilitarian, relaxed approach with looser blouses, cool graphic tees, oversized tops, statement sleeves, and other sporty elements - a smooth backpack activation complemented the new high loose style and tied together the core of the collection's identity.