Day 2 Levi’s Curve ID Launch Party

ATTENZIONE 😀 POST ESTREMAMENTE LUNGO e PIENO DI FOTO!!! 
(For english people…
PLEASE use the transalator.
I spent 2 hours to make it in Italian!)

Sveglia ore 4 di mattina.
Direzione Malpensa aeroporto.
Abbiamo preso il volo e siamo atterrati a Gatwick.
L’ agitazione era a mille.
Abbiamo preso il nostro pulmino ci aspettava con un bel cartello fuori l’ aeroporto .
Come prima cosa siamo andati al St Martins Lane Hotel
Li ci aspettava la presentazione della nuova collezione ” Levi’s Curve ID”
Siamo entrate in una stanza ed abbiamo visto un video stupendo su tutto il backstage della nuova collezione.

We Believe it’s about shake not size


Le testimonial ufficiali dei Curve ID sono:
Lykke Li     ,  la stella dell’ elettronica SLIGHT CURVE ( la donna Longilinea)

Miss Nine , la modella e Dj BOLD CURVE ( più piccola al busto e più rotonda al lato B, cioè la più femminile)

Violet , L’ icona della moda Pixie Geldof e DEMI CURVE.( la donna dalla conformazione più mediterranea)

dopo aver visto il video ci siamo diretti verso un’ altra stanza, dove dei fotografi e dei ragazzi addetti ci hanno misurati per farci provare i nuovi CURVE ID.
Sono la prima.
La ragazza tira fuori il particolarissimo metro .
“what do you think you are?”
” I suppose to be a Bold”
” we are gonna check!”
dopo qualche secondo
” You are right!!! you are a bold!”
Prende la mia taglia. entro nel camerino, li misuro e …
Oh MIO DIO! SONO PERFETTI.
mi stavano perfettamente. non li sentivo nemmeno indosso, sembravano una Second Skin!
dopo averli indossati mi hanno fatto degli scatti.
Ed ecco qui i migliori.

ed ecco qui per voi qualce foto del backstage!

io e Nathalie Renders, direttrice del merchandising e design Donna.
Sono risultata l’ unica BOLD su 6 ragazze
ed Elisa Bersani L’ unica SLIGHT
appena finito lo shooting ci siamo dirette allo Showroom della Levi’s dove abbiamo girato altri video.
Dopodichè abbiamo avuto il pomeriggio più o meno libero
Dopo il giro per Londra ci siamo diretti all’ Hotel per prepararci per il Party e passare dai truccatori.


Studio Valbonne in Soho

Vi state chiedendo chi c’ era all’ esclusivo party della Levi’s?
bene.
ALEXA CHUNG
Pixie Geldof 
Lykke li

Miss Nine 
e qui l’ ultima foto prima di partire
GOODBYE LONDON!!
ps: presto arriveranno i video =)
the Levi’s® brand unveils its most powerful advertising campaign for women to date, ‘Believe’. The campaign supports the launch of Levi’s® Curve ID, a new line of custom fit jeans for women of all sizes, based on the shape of a woman’s true curves.
Profiling three female artists, whose body types represent the three shapes offered in the new denim collection and who collectively personify the stylish and unstoppable spirit of the Levi’s® woman, the campaign captures a uniquely feminine vision and celebrates Levi’s® and its unquestionable denim authority.
The company conducted a global fit study to assess women’s fit frustrations. The study found that a massive 87 percent of women wanted better fitting jeans than the ones they own. This revelation led to the Levi’s® brand’s quest to create a collection of jeans that women could finally ‘believe’ in. The result is Levi’s® Curve ID and the introduction of three custom fits, Slight, Demi and Bold Curve – a collection created for real, confident women, who believe in their own strength & femininity and who dare to be themselves.
The Levi’s® brand appointed the legendary photographer, Peter Lindbergh, to capture the essence of ‘Believe’. Known for his striking photography of women, he was the ideal choice for this project. Having received worldwide accolades for his work including ‘Highest Achievement Award for Fashion Photography’ and ‘Best International Fashion Photographer’, Lindbergh captures the individuality of the featured artists; Lykke Li, Pixie from Violet and Miss Nine, highlighting their aura, character and personalities. The creative team behind the campaign connect the beliefs of each musician with Levi’s® Curve ID through individual quotes alongside each arresting image.

“I believe life’s too short for compromises and bad fitting jeans”

Lykke Li, Slight Curve

“I believe if you don’t try, you’ll never know what fits”

“Violet”, Demi Curve

“I believe in me from every angle”

Miss Nine, Bold Curve 
The strongest message is seen when the three artists come together in one powerful image and communicate in one voice, “We believe in shape not size” – a statement that delivers the entire essence of Levi’s® Curve ID, a fit system that has been created based on the individual shape and proportions of a woman’s body, not just her waist size.
Shot in Los Angeles, California, each location for the campaign was selected by the individual artists, a place with which they held an emotional connection. We see Lykke Li in ‘Slight Curve’ at Venice Beach, Pixie from Violet in ‘Demi Curve’ at Figueroa Terrace and Miss Nine in ‘Bold Curve’ outside the Avalon Club on Sunset Strip, a club where she performed as she rose towards her current international DJ status.
The campaign consists of a series of print and outdoor ads, retail window set-ups, in-store point-of-sale materials and consumer promotions. A Levi’s® Curve ID micro site features a digital fitting room where women can discover their own Levi’s® Curve ID through an interactive quiz and measurement process.
The final creative execution is set against the backdrop of urban Los Angeles with each artist captured, poised against a photographic set.  Each image is unforced, incontrovertibly authentic and highly expressive. 

Baci
La Martina

martina

Founder of The Fashion Coffee since 2009. Blogger made in italy with a big passion for american black coffee.

19 Comments
  1. Certo che deve essere stato tutto molto emozionante..un set fotografico,una festa esclusiva,poi essere truccate e acconciate….molto bello 🙂
    e mi stai anche facendo venire voglia di provare questo modello di jeans..decisamente la campagna pubblicitaria della Levis sta funzionando 😉
    Rosa

  2. Ma dicci qualcosa su Alexa Chung!! 😀 Com’è dal vivo? Immagino sia stupenda come in foto!! Complimenti per la bella esperienza a Londra! 🙂

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