In September 1934, Levi’sо created the first jeans especially designed for women. While the originalinvented by Levi Strauss in 1873 was a sturdy and functional garment for rugged workers, thewomen’s version was born in response to a fashion demand – out of the original blueprint butfiltered through the Hollywood romantic ideal of the American West. Sketched in black ink the May1935 issue of Vogue, Levi’sо women’s jeans captured the free spirit of the feisty style mavens of thetime – fearless creatures who had embraced a new ideal of modernity, heralded by ElsaSchiaparelli’s sportswear or Coco Chanel’s free spirited androgyny. Since that famous editorial debut, denim has always fascinated designers and provided a traitd’union for creativity from all continents. It soon became an integral part of the American Lookpioneered by designer Claire McCardell , a Paris-trained designer who started her careerdisassembling Madeleine Vionnet’s famous designs and distilling her techniques into simpler yetingenious versions that could satisfy the mass market needs of a booming post war generation. The defining item in the American Look was always a pair of denim jeans. If Rebels Without A Causewore cuffed Levi’sо501оJeans, their girls wore Levi’sо denim skirts or pedal pushers, which turnedinto cigarette pants in the 1960s. The iconic Levi’sо denim jacket and perfect tee-shirt also becamewardrobe staples - icons that continue to evolve with the times, taking advantage of innovations intextile technology and yet maintaining their original design ethos.Vietnam changed everything, including fashion. Radical bellbottoms ruled the 1970s, from the verybeginning into the disco part of the decade. A new love for spandex spilled into denimwear at theturn of the 1980s, with candy coloured skin-tight styles embraced by young people from Paris toNew York. High waist, stonewash 501о jeans were the great success story of the mid-1980s, a lookthat returned to prominence at the end of the Noughties - heralding a sea change in the expressionof femininity, after a long decade of overt body politics. The 2010s, according to Levi’sо, are above all about the perfect fit – the ideal combination ofrigorous tailoring techniques and advanced materials that can turn a pair of jeans into any woman’sfavourite. The Levi’sо Award at Mittelmoda 2010 will reward the womenswear collection that best capturesthe unique spirit of contemporary denim, while upholding timeless design and craftsmanshipstandards. Finalists will be selected amongst the Mittelmoda 2010 entries by a panel of
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international industry leaders and editors, and will be provided by Levi’sо with material andtechnical advice from some of the world’s leading denim experts.
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international industry leaders and editors, and will be provided by Levi’sо with material andtechnical advice from some of the world’s leading denim experts.
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