‘Live In Levi’s’ Campaign

Local artistes and personalities joined forces to bring the ‘Live In Levi’s’ Campaign to life on 10th September 2014 at KLCC Centre Concourse. Malaysian icons such as legendary songstress Dato’ Sheila Majid and daughter, rap artiste Kayda unfolded their Levi’s® stories alongside other prominent personalities to celebrate the optimistic spirit and iconic products that make Levi’s® Brand great and forever relevant.

The celebration, held from 9 to 14 September 2014, promises a myriad of exciting activities curated by Malaysian personalities. As a start, eco-friendly art house, Biji Biji designs and produces interior fixtures of the entire event using discarded materials and sustainable goods whilst renowned fashion designer, Hatta Dolmat, puts his own spin on three Levi’s® Women’s Trucker Jackets with customized Swarovski crystals. Customers and patrons of the shopping mall can purchase these one-of-a-kind items at great prices, of which proceeds will be channeled to the National Autism Society of Malaysia (NASOM).

Adding on to the excitement, customers who purchase any Levi’s® items during the celebration get to choose between customized embroidery or a set of four iron-on patches, specially designed by Illustrator, Najib Art:Tech and tattoo artist, Lynda Chean. Committed to celebrating authentic self-expression and defining products that embody individualism, Levi’s® Brand initiated a collaborative effort between photographer Vincent Paul Yong and blogger, Joyce Wong, to capture stories of real people and their LIVE IN LEVI’S® stories. On the other hand, musical personalities such as budding singer-songwriter, Bil Musa, indie rock outfits, Kyoto Protocol and Oh Chentaku shared their stories and personal jeans for display at select Levi’s® stores.

The celebration also featured a fashion showcase that highlights the Levi’s® 511^TM Slim jeans for men and the Levi’s® Revel^TM jeans for women, reimagined iconic products such as the 501® jean, western shirt and Trucker jackets, interpreted by fashion stylist, Sheryl Oon. The new line honors the spirit, attention to detail and craftsmanship of the much-loved original.

Highlights of the celebration is the much-anticipated performance by Malaysia’s very own icon, Dato’ Sheila Majid where she serenaded her adoring fans and guests with five of her top hits namely Lagenda, Antara Anyer Dan Jakarta, Aku Cinta Padamu, Fly Me To The Moon and Sinaran.

More than just a campaign, LIVE IN LEVI’S® is an optimistic new direction that reinvigorates the Levi’s® Brand soul. Levi’s® clothes are loved by the people who wear them – from presidents to movie stars, farmers to fashion icons, entrepreneurs to the everyman. The energy, storytelling and iconic jeanswear at the center of the effort reinforces what longtime Levi’s® loyalists love about the brand.

Levi’s® invented the blue jean and LIVE IN LEVI’S® captures what it means to wear them. The campaign shows the contagious joy that comes from living without hesitation. Everyone’s Levi’s® is an accomplice in the story that unfolds as one lives.

For more information, visit www.levi.com.my or Levi’s® Facebook page at www.facebook.com/#!/Levis.