Levi’s @MDW
Service:
Pr, Press Office & Media Relations, Event organization
Activation:
Press Office & Event
Client:
Levi’s®
Pr, Press Office & Media Relations, Event organization
Activation:
Press Office & Event
Client:
Levi’s®
On the occasion of the 150th anniversary of Levi’s® 501® jeans and as part of ‘The Greatest Story Ever Worn’ campaign, Levi's® is taking on a new challenge: to tell the story and values of the 501® jeans with a monumental mural, a special work of art as iconic as the timeless jeans it celebrates. From the cowboys of the 1880s to the punk of the 90s to the queer communities of the 70s, the artist Ian Berry and Levi's® pay tribute to those who have made the 501® a timeless fashion item that crosses styles and generations.
‘The Greatest Story Ever Worn - by Ian Berry’ is a traveling European project that was inaugurated in Paris - where it has been conceived as big immersive space at Place de République - and now arrives in Milan from April 17 to 26 during the FuoriSalone 2023 and “INTERNI Design Re-Evolution”, the exhibition set-up by the magazine directed by Gilda Bojardi, where The Greatest Story Ever Worn is reinterpreted in one of the most iconic locations of the Milan Design Week: the storied Cortile d’Onore of the Università degli Studi di Milano.
“Having worked with Levi's® on previous pieces reflecting the brand’s roots and history, a celebration of the 150th anniversary of the 501® felt right. I love the history of Levi’s® and that of denim and jeans and they are so intertwined, there was no story without one or the other. The 501® jean is an iconic representation of the Levi's® ethos - a symbol that has evolved, been re-invented and adapted to reflect a changing world, always standing the test of time. Capturing the revolutionary character of the jean drove the concept. I decided to work with archetypes of those who would choose the 501® as part of their own personal expression and create a piece featuring them in action. The scale was a momentous challenge as the size of the fresco is far larger than any work I’ve previously made. Adapting how I capture details was a huge shift to my way of working, but it was necessary to convey ‘The Greatest Story Ever Worn’” says Ian Berry.
The artist will complete his work of art ‘The Greatest Story Ever Worn’- by Ian Berry on April 17, when the mural will be officially revealed to the city in a special “unveiling party”. The installation will then travel to Madrid.
‘The Greatest Story Ever Worn - by Ian Berry’ is a traveling European project that was inaugurated in Paris - where it has been conceived as big immersive space at Place de République - and now arrives in Milan from April 17 to 26 during the FuoriSalone 2023 and “INTERNI Design Re-Evolution”, the exhibition set-up by the magazine directed by Gilda Bojardi, where The Greatest Story Ever Worn is reinterpreted in one of the most iconic locations of the Milan Design Week: the storied Cortile d’Onore of the Università degli Studi di Milano.
“Having worked with Levi's® on previous pieces reflecting the brand’s roots and history, a celebration of the 150th anniversary of the 501® felt right. I love the history of Levi’s® and that of denim and jeans and they are so intertwined, there was no story without one or the other. The 501® jean is an iconic representation of the Levi's® ethos - a symbol that has evolved, been re-invented and adapted to reflect a changing world, always standing the test of time. Capturing the revolutionary character of the jean drove the concept. I decided to work with archetypes of those who would choose the 501® as part of their own personal expression and create a piece featuring them in action. The scale was a momentous challenge as the size of the fresco is far larger than any work I’ve previously made. Adapting how I capture details was a huge shift to my way of working, but it was necessary to convey ‘The Greatest Story Ever Worn’” says Ian Berry.
The artist will complete his work of art ‘The Greatest Story Ever Worn’- by Ian Berry on April 17, when the mural will be officially revealed to the city in a special “unveiling party”. The installation will then travel to Madrid.
