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LEVI’S IN THE LIMELIGHT: Levi’s for the first time will show its core collections during New York Fashion Week on Feb. 15. The denim giant is planning a big-budget presentation in a SoHo space to showcase its first global Levi’s lines, part of an overarching strategy that has eliminated regional segmentation in product design, marketing and in-store displays.
“Fall ’12 is the first cohesive collection we’ll market globally that consolidates all our product lines for all our regions in Asia, Europe, Latin America and North America,” explained Len Peltier, creative director of Levi’s. “We wanted to show in New York because it’s such a global stage. We’re building out our presentation ideas now, and it’ll be something more interactive than just a runway show.”
The presentation will include the Levi’s Red Tab, Levi’s Vintage Clothing and Made & Crafted lines. In September 2007, the brand showed its Warhol Factory x Levi’s x Damien Hirst capsule collection on the runway during New York Fashion Week.