LEVI´S
Hard Facts:
BERLIN FASHION WEEK
When Levi Strauss launched the first "LEVI'S 501®" almost 150 years ago, he certainly never dreamed that the pants would become the most popular and best-known jeans model in the world. And especially not that CONCRETE CANDY would continue to write the history of industrial facade painting at Berlin Fashion Week 2022 with an almost ten-meter-tall, hand-painted 501® worn by the great Peggy Gou. On top of that, the larger-than-life campaign motif was brought to life in the dark with our very special MOTION MURAL® technology and thrilled countless Fashion Week visitors.
In addition to the huge, hand-painted, photorealistic mural in Neukölln, we asked Berlin-based artist DXTR from the artist collective THE WEIRD what the 501® means to him personally and suggested that LEVI'S develop a unique, individual artwork from it and bring it to the streets of the capital. The result is a great work of art, in DXTR's typical and very nostalgic 8-bit style, which consists of a total of 16 enigmatic symbols, all of which are linked to the long history of the original blue jeans. Video game nostalgia paired with a tarot-inspired aesthetic formed the basis for our facade image at one of Berlin's most legendary concert locations - the LIDO in Kreuzberg.
