Selfridges continues to be the key destination in London’s West End for high-profile events, takeovers, pop-ups, installations and more and the latest development is further evidence of that — Levi’s has unveiled a unique storefront takeover there, the largest of its kind in Europe.
Levi’s
It’s in celebration of the campaign launch of REIIMAGINE Chapter II, featuring another big name, Beyoncé.
The new collaboration on Oxford Street — London’s and Europe’s busiest shopping 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 told.
With windows featuring Beyoncé clad in allover denim superimposed on a red neon light outline of the superstar on horseback, it’s an unmissable takeover.
The brand also plans to open a shop-in-shop in the department store in May, but this is about more than just a campaign and a pop-up. Instead it’s a more permanent plank in the label’s strategy with the company 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, said 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.”
