One of the reasons Levi’s® is such a powerful brand is its perpetual place at the center of culture. The brand has appeared alongside global icons and tapped into key moments across music, sports, arts, entertainment and fashion for decades. But culture isn’t just global — it’s local, too. That’s why teams are constantly keeping the pulse on key cultural moments in regions around the world so that we’re reaching our consumers at the moments most important to them.
Here are just a few examples of how this has come to life this year.
A Tribute to Eternal Love in Mexico City
This fall, the Levi’s® brand paid tribute to one of Mexico’s most important traditions, Día de los Muertos (Day of the Dead), partnering with Mexican illustrator and designer Alejandra Ballesteros to launch a local Mexico City collection. The collection features eight graphic T-shirts, showcasing the idea that love and bonds transcend time, and revolving around the theme “Fuimos, Somos Y Seremos” (We were, We are and We will be), which highlights love is not limited only to the past, but continues to live on in the present and will endure into the future.
Each of the eight designs is an artistic representation of the deep emotions and connections that blossom during Día de los Muertos. The pieces are all designed to be worn year-round, a testament to the collection’s versatility and commitment to staying relevant with local consumers.
In addition to the limited-edition collection, the Levi’s® brand also leaned into various activations throughout Mexico City to further celebrate the tradition, including special store displays at Levi’s® Madero Street and a mural by local artist Alee Baes.
Hitting the High Notes in India
On the other side of the world, the Levi’s® brand continued its ongoing momentum in India this summer, connecting with one of India’s most prominent performers, Diljit Dosanjh.
Just in time for the kickoff of Diljit’s much-anticipated Dil-Luminati Tour, the brand dropped an exclusive tour merch collection packed with the singer’s signature style. Brand fans and music lovers alike can happily flaunt catchphrases from “Panjabi Aa Gaye Oye,” “G.O.A.T.,” “Lover” and “Born To Shine” and show their music taste through a collection of graphic tees, hoodies, sweatshirts and Trucker jackets.
Outfitting Sports Fans in Paris
Meanwhile, in Europe, this summer the Levi’s® brand launched its capsule collection “Levi’s® x Paris” to commemorate the biggest sports event on the planet. Specifically designed to help French supporters cheer on their favorite athletes in style, the collection highlighted some of the brand’s biggest icons — the 501® jean, the Trucker jacket and batwing logo tops — with a French twist. It played with the colors of the French national flag, notably on our Levi’s® batwing logo, and featured nods to Paris as a host city. Featuring 29 products — including eight accessories — for men and women, the collection drew inspiration from fresh and youthful style while adding in classic and elegant elements.
The limited-edition collection, which was available throughout France and other European capitals such as London, was a hit. Fans across the region showed up in the sporty looks for the whole summer and beyond, with sales of multiple products from the collection, like the batwing T-shirts for women and the windbreaker jacket, making it to the Top 10 of the season in their respective categories in France.
Want to see how Levi’s® is tapping into key moments in your area? Visit your local Levi’s® store or Levi.com to see what’s new in your market.
