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“Levi’s” by Marta Belloni


“Levi’s” by Marta Belloni

For the “Brand New Voices” contest by Istituto Marangoni in partnership with Vogue Italia
17 June 2022

Marta Belloni, who will enrol in the Fashion Design & Accessories programme, spoke of Levi’s recent strategic and marketing changes. To do so, the student used images that show the brand’s attention to various social issues affecting young people today.

“The world of fashion is no longer just about aesthetics or trends. To attract people’s interest, it is not enough to make clothes that meet their tastes; you need to know how to share values, creating a relationship between customers and brands: wearing a specific brand becomes a testimony of the sharing of values. In their purchases, customers look for an ethical model to relate to, not only an aesthetic prototype but also, and sometimes above all, a moral model. To demonstrate this, I have collected a series of images that testify how Levi’s sensitivity to social issues close to the hearts of young people has changed over time. I decided to work on this brand primarily because of its global fame and because, of all the best-known brands, it seemed to me to be one of the most transparent and open about their policy,” says Marta.

“By instantly choosing to call themselves “The Two Horse Brand” Levi’s highlights the strength and quality of their products, making them suitable for different categories of customers such as cowboys, miners, mechanics and engineers. During the twentieth century, the brand tried to expand their client base through easy-to-read communication such as murals and advertising posters. 

By introducing the distinctive “Red Tab” symbol in 1934, the brand aimed to create a community identity that still persists. During the 60s and 70s, Levi's jeans began to be worn not only in the workplace but also during leisure time, attracting even teenagers through radio commercials and evocative images promoting the concept of young rebel”.

Marta's analysis continues from the nineties to the present day: “In the 1990s, they started to use cinema to link the brand with the sensuality and charm of famous actors, expanding their clientele among fans of well-known celebrities. The well-known commercials by directors Michel Gondry and Spike Jonze date back to this period. Since the twenty-first century, Levi's has been working to associate their image with ethical and moral values, first by pairing product features with concepts such as equality and integrity, then by emphasising sustainable fabrics and manufacturing processes in terms of reduced use of water, longer clothing life and consequent waste reduction. In this case, Levi’s found support in the testimonials of young people who enjoy great popularity on social media. This is where sustainability becomes an essential value for engaging the new generations who care about the planet's future more than others.”

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