21 Apr 2013

[Sponsored] Fashion Event: Levi’s 501 Interpretation Event @ ION Orchard

I was invited by omy club to attend this fashion event at ION Orchard B4 event hall and thanks to the sponsor, 8 Days Magazine. Alongside with the rest of the bloggers and Mediacorp celebrities (Felicia Chin, Tosh Zhang, Ian Fang and Xu Ya Hui), we helped to promote the latest products on LEVI'S 501 ~ an exciting and entertaining event for the public to get enjoyable moments.

My 1st time doing motion picture :-)

Here is a brief timeline of Levi's before we proceed on to the main event !! You might be complaining that why I bother to write this short history, but if you read this closely till the end, then you might change your thoughts for a second :-)

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When Levi Strauss and Jacob Davis partnered in 1873 to patent their copper riveted waist overalls – as jeans were first referred to - for the miners and cowboys of the American West Little did they know they know that their blue jeans would one day become one of the most classic fashion items of all time. 

Born from the need of stronger waist overalls, the XX jean had copper rivets at the point of strain. Levi Strauss and his business partner Jacob Davis, a tailor, received the US patent for their product on May 20th, 1873 which is considered the birth date of the blue jeans, Levi’s® 501® jeans. 

These first pair of blue jeans featured a cinch and buckle on the back of the waistband, which along with suspender buttons kept the pants in place no matter what kind of rough work their owner was doing. The Arcuate stitch design on the back pocket has been a feature since Levi’s® 501® jeans were first made, making it one of the oldest clothing trademarks in use today. 

In 1886 the Two Horse leather design was added to the back leather patch to further identify the brand. With the evolving needs of each generation, design features were altered and updated. For example, in 1922 belt loops were introduced as men started wearing their pants with belts. In 1936 the distinctive Red Tab was placed on the right back hand pocket to further differentiate Levi’s® jeans from imitators and then in 1971 the big ‘E’ in Levi’s® was changed to a small one. 

No other product has been interpreted, styled or re-imagined as much as Levi’s® 501® jeans - they have shaped and influenced the fashion world as we know it today. Over the years not only have they become one of the most revered items of clothing – having been titled Time Magazine’s ‘Fashion Item of the 20th Century’ – they have become part of the world’s visual landscape, its cultural heritage and the quintessential foundation of wardrobes around the world.

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Levi’s® 501® jeans hold a seminal place in fashion history and over the last 140 years have developed into a cultural icon. From presidents to movie stars, rock stars to fashion icons, and artists to pioneers in technology – Levi’s® 501® jeans are among the most worn and loved jeans in the world. 

This Spring/Summer 2013, the Levi’s® brand is marking the 140th anniversary of its iconic 501® jeans by introducing a non-denim Levi’s® 501® collection for the first time. Breaking with tradition, yet maintaining the product’s true essence and timeless spirit, the three-piece non-denim collection is available in true chino, chalk blue and mineral red. The brand will also unveil the next generation in Levi’s® 501® jeans, which feature subtle and thoughtful changes to the design aesthetic, tailoring the product for the pioneers of today. 

Throughout the ages, Levi’s® 501® jeans have constantly evolved and adapted to stay relevant to each new generation, while never losing their distinct heritage. The next generation of Levi’s® 501® jeans and non-denim pants, give the wearer a slightly tighter silhouette, more comfort around the waist, feature slightly larger pockets to store your latest Smartphone, and have a shallower yoke for a cleaner aesthetic. They also feature stronger stitching and reinforced belt loops, inseams, buttonholes and cuffs. Craftsmanship and authenticity remain at the forefront, which is why Levi’s® 501® jeans also improve with age – molding to the contours of the wearer's body over time and creating a bespoke fit and finish for this perfect classic and timeless jeans.

After the brief introduction of the Yes 933FM's DJ, Ivy Tan, this was the brief introduction of each celebrity that came on that day. (See the video below !!)

A very short interview with Ivy to the 4 guests ~. ~

The first activity was to let the celebrities to help their fans (chosen by the host from a crowd of audience) to get the allocated jeans from a pile of racks within the time limit. Apparently, the fan with the orange shirt was the winner in the end. :-)

Latter, the fashion designer, Steve was introduced and came to give suggestions to the celebrities on their current style and gave some recommendations to the public. :-)

The second activity was to let the celebrities to freely customize their assigned models, using LEVI'S clothes to mix and match and with the help of Steve, they were managed to create different styles and unique ways to present their fashion taste.

Before letting the models go down to the stage to collect the votes from the public, they need to be conducted a short runway with the celebrities. ~ LOL ~

Calculating the number of stickers (votes) collected !!

Ta-DA ~ here's the winner !! :-)

Before I conclude this blog post, here's an exclusive clip that I managed to take down Tosh Rock's favorite move-set: break-dance. Note that, this is to dedicate to some of the Tosh's fans out there as one of the purpose for whom did not go down to this event. :-)

As what I know so far, Levi’s® is a brand that epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. In 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Their range of leading jeans-wear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style.

In addition, Levi Strauss & Co is one of the world’s largest branded apparel companies and the global leader in Jeanswear, marketing its products in more than 110 countries worldwide. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi’s® and Dockers® by Levi Strauss & Co™ brands. Levi Strauss & Co. Reported fiscal 2008 net revenues of $4.4 billion. The company’s Asia Pacific Division was established in 1995 in Singapore. It comprises local subsidiary businesses, licensees and distributors selling its products in 39 countries in Asia Pacific and Southern Africa.

For more information, please visit LEVI'S official website on their latest product: Levi's 501 and as well as other styles from all over the world :-)

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