Levi’s Juniors Brand Concept
Brand presentation to acquire licensing for non-denim Levi's ® Juniors. Inspired by the Levi Strauss & Co. heritage with a modern refresh for Generation Z, retailed at large box department stores and online retailers like Dillard's, Macy's, Kohl's, Zappos and Amazon.
Levi's® Built for
Generation Z
With Levi’s Women’s brand appealing to Generation X and Millennials, Levi’s Juniors can focus on Generation Z, the new kids on the block. Born between the mid-1990s and early 2000s, Generation Z includes more than 2 billion people worldwide and holds more than $44 billion in annual purchasing power, according to a study the National Retail Federation.
Spring Capsule Collection
Part of the presentation strategy was to create a capsule collection of knit and woven tops, dresses and knit bottoms showcasing our understanding of Levi’s brand identity and heritage. The capsule collection was broken down into two lines ‘Below 14th Street’ and ‘On The Road’. Additionally, embellishing two full-size trucks with three-dimensional diorama-esque mood boards inside. The presentation was shipped to the San Francisco Headquarters resulting in ICER Brands being awarding the only brand authorized to produce Levi’s Juniors for sale within the United States.
Design Concept for
Below 14th Street
Celebrating Levi's City Dweller and Punk Rock influences, I created the capsule collection to pull from the golden age of punk rock in NYC from 1974 to 1981. Places like CBGB and Max's Kansas City ruled the scene, and female bands like Blondie and Patti Smith were queens. Their playground was the Bowery on the Lower East Side of NYC.
Transforming history and the rock 'n' roll attitude of Levi's jeans into cuts for today and the next generation of rock stars.
Design Concept for
On the Road
Inspired by Levi’s free-spirit and the Summer of Love when 100,000 people took highways and freeways from all over America to San Francisco’s Haight-Ashbury district, creating a new counterculture movement defined by free love and gender equality as well as communal living.
Designed with authenticity and vintage revival in mind while infusing patterns, chambray fabric, and younger silhouettes with pops of red and blue reinforcing the brand’s iconic identity.
Fashion Sketches
Graphic Market Research and Trend Forecasting
Client: Icer Brands
Software: Illustrator, Photoshop, and, Indesign
Roles: Art Director, Graphic Design, Womens Wear, Market Research, and Trend Forecasting