Collabs are the way to go for labels that want aspirational branding and a modern campaign without going directional or turning innovative.  Levi’s makes its most compelling pitch to advanced consumers with its Opening Ceremony capsule collection.  The range includes cord shirts, a vintage-looking jacket, and slimmed versions of the 505 in pant, cut-off, and short.  In addition to black, white, and a worn wash, there are finishes in muted shades of pink, lavender, dusty dark blue, and olive, plus saturated brights teal and curry.  The pieces look like 80s suburban castoffs that would be tricky to wear without the Opening Ceremony association, so they’re a success.

In 2008, Levi’s launched a collaboration with J.Crew which still sells through the latter.  J.Crew offers both modern and historic Levi’s finishes, spanning styles from 1937, 1947, 1966, and 1967.  These men’s and boys’ jeans are more for post-advanced consumers or ones that see themselves that way.  These jeans are likely to be worn to wine bars at gentrified neighborhoods.  I am okay with them since they seem to flatter, and I go for mall clothes.

Levi’s x Opening Ceremony launches Feb 15 online and Feb 19th at Opening Ceremony stores (LA, NYC, Tokyo) and select Levi’s flagships (def SF).  It will also sell at Barneys and Fred Segal.

Levi’s x Opening Ceremoy photographed on MISTER MORT

Tags: Fashion/Design, J. Crew, Levi's, Opening Ceremony