Levi's Campaign Image
Discover Levi’s humble 501’s, back with a new sexy slouch. A firm favourite at Fashion Week’s front row, we found out why they were sported by celebs, influencers and editors alike.
Everyone knows that half the fun of London Fashion Week is not trend-spotting the runways but the showgoers on the front row. The latest bag, the must-have shoes - it's the influencers that often highlight the real looks to covet. And this season the hottest style from those in the know was cheeringly affordable and surprisingly familiar: the humble Levi 501s are back, but with a new sexy slouch. We lost count of the fashion editors wearing them: _Vogue_'s Laura Weir, _Elle_'s Donna Wallace and _InStyle_'s Hannah Rochell were all spotted in the new customised and tapered (CT) fit. And we've since discovered it's not just the editors - celebrities such as Rita Ora and Solange Knowles have also been snapped in the workwear staple. With all the hallmarks of our favourite classic 501s, they're just that little bit cooler. The cut has been tweaked to sit lower on the hips, they have a more relaxed fit through the thighs and taper at the ankle so that they don’t bag when you roll them up.
The thinking behind it? We have been customising our Original 501s for the last 140 years - ripping them, patching them and cuffing them to make them our own - so why not let Levi's do the hard work. As Jonathan Cheung, Senior Vice President of Global Design, says: “After hemming, tapering the leg of 501 jeans is the most requested alteration in Levi’s stores and tailor shops around the world, so we decided to do it for you, creating the 501 CT.” One of the best bits about the new 501 CTs is that you can style them according to size. If you live in skinny jeans, you can go down one or two sizes for a slim, modern fit. Classic fans can choose their actual size for a traditional, regular fit - or for more of a statement style you can try up-sizing, by choosing one or two sizes larger, to create a more relaxed sexy slouch. Hannah Rochell says: “There's nothing like a pair of 501s for that perfect fit on the bum, but for me a classic pair is always too wide and long on the leg. The cropped, tapered fit is much more flattering when you're only 5ft 3ins. I've found it hard to take off my CTs since I got them.”
Chief Product Officer Karyn Hillman agrees: “Like the 501, the great thing about the CT is you can wear it many different ways. I love wearing mine slouchy and relaxed, sitting low on my hips with a cuff at the ankle. I almost always wear them with a great boot or heels.” For the spring campaign, the brand has teamed up with some of the hottest names in music - including R&B songstress Kilo Kish and indie pop sisters Haim - to give a fresh twist to the iconic label. After all, music, like the perfect jeans, is down to the individual - and ultimately you have to find the style that suits you. Available in Fenwick Bracknell, Brent Cross, Canterbury, Colchester, Kingston, Newcastle, Tunbridge Wells and York.