Between December 5th and 8th, the Levi’s participates for the first time in CCXP19, the biggest pop culture festival on the planet. With a space of 90m², the brand presents the collabs of Star Wars the legendary space fantasy, Stranger Things with pieces that are part of the costume of the series and Hello Kitty one of the most beloved characters in the pop world.
The brand’s presence at the event is historic, not only because it is the debut, but also because it is directly linked to pillars that are important in the company. Being aligned with the new market and fashion trends, getting closer to the young audience and developing collections that create connection and identification with its customers, has been a latent and present desire since the beginning of Levi’s history. Collabs are a way to present the public and show that the brand is concerned with dressing with quality but above all, with its own personality and style.
Those who visit Levi’s will have the customization service Tailor Shop, in order to encourage the creativity and individuality of each client, made by the artists: Vanessa Ferreira is an art director and illustrator, makes a collective called Black Illustram with residents of São Paulo and region; Alexia Lara peripheral black artist specialized in calligraphy, illustrations and murals; Diego Alcenso, known for Dal Design, specialist in canvas painting, muralism, illustration, design and customization; and Felipe Ponchio tattoo artist since 2002 specialized in colorism, black work and old school. Levi’s parts will function as a blank canvas so they can be used in a unique way.
In its last edition, CCXP received 262 thousand visitors – maintaining the title of the largest pop culture festival on the planet – and had its tickets sold out for Saturday and Sunday.