Founded in 1853 by Levi Strauss, today Levi's is synonymous with denim and fashion revolution. Born of the gold rush and the need to provide sturdy clothing for miners, the brand invented the first pair of jeans in 1873, ushering in a new era in the textile industry.
Over the decades, Levi's has established itself as an iconic figure in American culture, embodying the spirit of freedom and rebellion. Today, Levi's continues to strengthen its presence in France, not only through an extensive network of official boutiques, but also through collaborations with artists. These initiatives reflect Levi's commitment to remaining at the forefront of innovation while respecting its heritage. It is in this context that Levi's was looking for a powerful artistic universe to sublimate its most emblematic flagship.
Developed around the monumental staircase of the new Levi's flagship at 44 avenue des Champs-Elysées, Quentin DMR imagined, with the support of the Malherbe agency and Studio Artera teams, a 100m2 textured motif in bluish hues, at the crossroads between pixel and canvas, for total immersion in the heart of denim. Blending contemporary art, street culture and fashion, Quentin DMR has designed a stroll through the material and strong values of one of the most iconic brands ever.
Photographs by Stanislas Liban.
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