Levi’s starts a new chapter in the history of women’s jeans. First introduced in 1934, the Lady Levi’s jeans were revolutionized over the past decades and reached its perfection in 2010 with the introduction of the Curve ID fit system. Now, Levi’s is rolling out its latest innovation, Levi’s Revel, which will make the perfect yet better. The brand’s latest line is built on exclusive Liquid Shaping Technology, which is fused into the denim and controls its stretch.
international
Beefeater Gin teams up with Bastille, the popular UK band, for a cultural project, The Beefeater Alchemy Project, set to draw inspiration and encapsulate the artistic spirit of Europe. Together, they are creating a documentary film and a music track, which will be produced in London from the best sounds, ideas and trends absorbed during a continental tour across Europe.
Hermès has added a new, audio dimension to its jewelry in the new digital campaign, The Sound of Hermès Silver. For the effort, the luxury brand has teamed up with London-based United Visual Artists, art and design practice, to create an unconventional digital project in which silver is given a voice, literally. The project was masterminded by the Dan Paris agency.
New Balance is rolling out a new international brand campaign, “Runnovation,” to celebrate innovation and muscles, excellence and effort, pain and self-control, tears, sweat and smiles behind the sports achievements, personal or official. The marketing initiative by Arnold Worldwide continues the narration started by NB’s previous campaign, “Let’s Make Excellent Happen” in 2011—now, the focus is on fresh interpretations within running and on a person, an amateur or a pro.
Nike has released a new app, MAKING, to inform product developers on the environmental performance of the materials they use in their work. The app, powered by data from Nike Materials Sustainability Index (MSI), contains detailed information on silk, leather, wool, polypropylene, rayon-viscose and more.
Diesel calls the global audience to participate in another revolution, now within the brand. Nicola Formichetti, a new artistic director of Diesel, has initiated a digital campaign called #dieselreboot, inviting consumers to contribute to the “full blown reinvention of one of the world’s most iconic brands.”
Samsung has announced the compact version of its latest flagship Galaxy S4 smartphone, the Galaxy S4 mini that comes as an alternative to a successful “parent” phone. The Galaxy S4 mini features a 4.3-inch qHD display, a 1.7GHz dual-core processor, an 8-megapixel rear camera and a 1.9-megapixel HD front-facing camera.
Following the release of its new viral spot “Baby and Me,” in April, Evian has launched an app that lets consumers of any age create a very real picture of a «baby inside them». As users upload their photos, the app creates a portrait of an inner baby based on the most prominent features of the face and clothing.