The first ever Season Preview for Levi's was held at Mumbai. Staying with the inspiration for the ss'13 season, each story was told through an installation representing cultural mash-ups. One could see the distinct inspirations, from the city of Mumbai itself, that are used to tell most of the product stories.
The project was done as part of the Levi's stint - In the role of Visual Merchandiser - Creative Specialist (Pan India) 2010-13
The iconic recycled plastic containers that are a household item in rural India used to represent the for Water<less jeans
The traditional Indian 'Charkha' idea is used to represent the Waste<less jeans that uses recycled plastic fibre for the construction of the denim fabric.
A large collection of Watercolor paintings that inspired the women's t-shirt prints
Men's collection of t shirts inspired by Rock Music are hung up on mics, with a Sitar alongside.
Colored skinny jeans for women displayed with their corresponding powdered colors in copper thalis just the way they are used while celebrating the festival of Holi.
The floral inspired women's range is set against a backdrop of flowers, just the way backdrops are set up for cultural and auspicious Indian occasions.
The Commuter jeans are given a style mash up by adding the Nehru cap and tiffins that are very much an identity of the Mumbai 'Dabbawala', the heartbeat of the city.
The 'Roadside Romeo' look made popular by Bollywood is brought back here using the Levi's products, to add to the wit of the entire event. The pin wheels and sand add to the Juhu beach feeling.
Classic Levi's denim shirts framed and adorned with the very Indian marigold garlands.
The iconic two horse logo is represented by using the Indian terracotta horses that are pulling the Levi's denim from both ends.
