Nobody really does denim better than Levi’s. Since the birth of the blue jean in 1873, they’ve become one of the most exciting, essential and longest-living players in the game. From iconic 501 design to the latest spin on the 70s silhouettes, Levi’s celebrates their legacy while constantly upgrading, innovating and adjusting to the ever-evolving youth spirit. This season, AW21, we welcome a pop star on the rise, Mahalia, and everyone’s favourite TV darling, Maya Jama, into the cool and conscious Levi’s UK fashion family.
“When I was a teenager, I loved being able to go to a shop with my friends and all of us grab a pair of Levi’s jeans that hug all the right places and make you feel confident in yourself,” says Mahalia in the video directed by Lou Jasmine, in intimate settings, surrounded by flowers, squishy pillows and, of course, piles of clothes. It’s gossip time, girls. Singer and presenter take us on a nostalgic trip down the memory lane, revisiting their favourite denim moments with Mahalia quoting her mum’s bold looks and Rihanna as style icons and Maya obsessing over Spice Girls, reclaiming 90s baby title.
“My mum used to say, buy cheap, buy twice”, adds Mahalia. It’s the motto that Levi’s is trying to stay true to, rallying shoppers to ‘buy better, wear longer’ initiative and promoting quality over quantity pattern of consumption. Their new capsule collection aims at sustainability-driven buyers with hopes to become a timeless classic in their wardrobes. The chances of success are high. It includes reworked classics, retro-inspired ribcage jeans and cosy outerwear spiced up with this season’s hottest accessories. In all sizes and shapes, as always. What’s not to love? Especially if Maya and Mahalia do. “That’s my favourite look – heels and jeans with a nice top,” Maya admits.
It’s not all about the looks though. Women look beyond the clothes and into the meaning ingrained in between the threads, both aware of the responsibility that every garment represents. With fashion production doubling in numbers over the last decade, we need to double down on our shopping impulses. Maya and Mahalia prove that you can be fearless, fierce and fabulous, no matter if it’s your first or fifty times wearing the same piece. After all, Mahalia’s still got her first pair of Levi’s.
Anyone in need of revitalising the winter wardrobe with a few new classics, head to the stores and online here for the brand’s AW21 capsule collection.