Printed
February 27, 2025
Selfridges continues to be the important thing vacation spot in London’s West Finish for high-profile occasions, takeovers, pop-ups, installations and extra and the newest improvement is additional proof of that — Levi’s has unveiled a singular storefront takeover there, the biggest of its type in Europe.
Levi’s
It’s in celebration of the marketing campaign launch of REIIMAGINE Chapter II, that includes one other huge title, Beyoncé.
The brand new collaboration on Oxford Avenue — London’s and Europe’s busiest buying thoroughfare — “sees Levi’s reaffirming its place at the centre of culture and its continued commitment to creating elevated experiences through wholesale partnerships”, we’re informed.
With home windows that includes Beyoncé clad in allover denim superimposed on a crimson neon gentle define of the celebrity on horseback, it’s an unmissable takeover.
The model additionally plans to open a shop-in-shop within the division retailer in Might, however that is about greater than only a marketing campaign and a pop-up. As a substitute it’s a extra everlasting plank within the label’s technique with the corporate saying the Selfridges deal affirms “that wholesale remains a key pillar of Levi’s DTC-first strategy”.
Lucia Marcuzzo, MD of Europe at Levi Strauss & Co, mentioned of all this: “At Levi’s, DTC-first doesn’t mean DTC-only. This collaboration with Selfridges is a perfect example of how we’re elevating wholesale partnerships. We’re meeting our consumers wherever they are with curated product storytelling and an exceptional retail experience at the heart of London’s fashion scene. With the Levi’s ‘shop-in-shop’ opening in Selfridges in May, this is just the beginning — there’s much more to come as we continue to deepen our relationships with key wholesale partners.”
