First-Ever “See-Now-Buy-Now” Levi’s® Collab at Paris Fashion Week

Levi Strauss & Co.
July 19, 2022

The following post was written by Chief Product Officer Karyn Hillman and Chief Marketing Officer Karen Riley-Grant.

Paris Fashion Week has built a reputation as THE pinnacle fashion moment, defining trends and setting the course for seasonal collections.

This year the Levi’s® brand seized the moment with the launch of a first-ever “see-now-buy-now” collaboration with Reece Cooper, allowing consumers to purchase items from the collection immediately after seeing it on the runway, highlighting the importance of accessibility and inclusivity, which are important to both brands. The Levi’s® x Reece Cooper collaboration is a 10-piece capsule that seamlessly blends high-fashion and heritage with sustainability, runway style and workwear utility. The collection is available now at Levi’s® flagship and beacon stores and as a Levi’s® App exclusive.

During the week, we also took the opportunity to connect with the influential fashion community through a Levi’s® x Denim Tears seeding suite, featuring a special product moment with Tremaine Emory of Denim Tears to preview season 2 of the collaboration. Per Tremaine, “Everyone is in Paris, so it’s the perfect place to show up and seed all of your friends.” It’s also the opportunity to tell select media about our upcoming pop-ups in London, New York and Los Angeles.

To close the week, Levi’s® partnered with GQ to host a party in celebration of the young designers who are disrupting the fashion industry, including Reece, who was the youngest to show this season.