Levi's works in collaboration with singer Justin Timberlake on the new Connection collection, marking the duo's second partnership. The two introduce a range designed for the Spring 2019 season and the inspiration lies in Timberlake's hometown of Memphis, Tennessee.
The lookbook is shot in Memphis, where the singer was raised and the pieces boast juxtaposing concepts as its urbanistic design is often paired with city landscapes. This season, the duo shoots against grungy locations, exposed-bricks, and fluorescent lights. The capsule features bottoms, top, and jackets, which boast contemporary elements with print and unique fabric materials. Some standout items include the washed out denim pants in a series of tonal options and graphic tees that reference Timberlake's birthplace.
Memphis-Inspired Denim Capsules
Levis and Justin Timberlake Launch the Connection Collection
Trend Themes
1. Capsule Collections - The rise of collaboration between fashion brands and celebrities presents an opportunity for creating limited-edition collections that cater to specific themes or inspirations.
2. Urban Aesthetic - The incorporation of urban-inspired designs in fashion collections allows for the exploration of edgy, grungy, and streetwear-inspired looks.
3. Printed Denim - The use of unique fabric materials and print techniques on denim garments offers a disruptive innovation opportunity to reinvent traditional denim offerings.
Industry Implications
1. Fashion Retail - The fashion retail industry can leverage capsule collections to generate excitement, attract new customers, and foster brand collaborations.
2. Celebrity Endorsement - The rise in celebrity collaborations opens up opportunities for various industries, including fashion, to partner with influential figures and tap into their fan base.
3. Textile Manufacturing - The use of unique fabric materials and innovative print techniques on denim garments requires advancements in textile manufacturing processes.