On August 21st, Levi's released its new women's collection, the "LOT700" series.
Levi's is said to be the first in the world to create jeans for women in 1934. The new collection is based on approximately 80 years of experience and was created based on the feedback of women around the world, including approximately 60,000 pieces of body data. It features cutting-edge stretch functionality, pursues comfort, and a beautiful silhouette that makes you look slimmer. The result is a collection that emphasizes one of the greatest attractions of wearing jeans: they look good on everyone and highlight the wearer's individuality.
Specifically, the collection features four silhouettes. The collection includes the "710 (Super Skinny)" that flatters slender legs, the "711 (Skinny)" that naturally slims and suits any style, the "712 (Slim)" that creates a healthy, effortless leg line, and the "715 (Bootcut)" with its 70s-esque flare, a style sought after by brands like Gucci, that is likely to appeal to both conservative and fashion-forward types. The price range is set at an accessible level, from 9,000 to 18,000 yen, making them accessible to a wide range of people.
A launch event was held at a location in Tokyo on August 20th. Tracy Panek, who was involved in product development at Levi's headquarters, visited Japan and gave a talk, unraveling the history of jeans' evolution from "for men who toil" to jeans that give women confidence. Afterwards, a special live performance by Shishido Kavka, the brand's ambassador in Japan, was held, greatly entertaining the attendees.
The venue also featured an exhibition of valuable archives that tell the story of Levi's. Items on display included jeans believed to have been worn by miners, the first to receive the lot number "501" in the 1980s, and jeans made for women in 1938. The venue was also graced with works by photographer Petra Collins, who is attracting attention worldwide at just 22 years old.
A pop-up store will also be open for one week only from September 9th on the second floor of the main building of Isetan Shinjuku. If you're interested, don't just stop by, but experience the charm of the new collection for yourself.
