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Levi's brings back a 90's fashion favourite

Denim brand Levi’s has marked the return of a 1990’s fashion favourite – Levi’s Engineered Jeans, or LEJ – with a pop-up launch campaign.

Selfridges
Selfridges

Designed by VM group Lucky Fox, the Spring Summer 2019 launch displays have been installed in a variety of London stores. The fixtures are based on a concept of graphical distortion, reflecting the twisted side seams of the jeans in the range.

Size
Size

At Selfridges, a freestanding 3D block structure is used to display campaign imagery in the window, with similar block structures appearing again in-store with concrete plinths incorporating garment displays.

Size
Size

At Size on Carnaby Street, the window is used a stage to showcase the campaign, with a stage structure repeated in-store.

All of the installations reflect the new variants of the rejuvenated range, which come in more fit styles than the original version to reflect contemporary tastes.

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