From iconic denim and breezy linen pant silhouettes to playfully printed Hawaiian shirts and other colorful top options, the Levi's Spring/Summer 2018 campaign focuses on West Coast fashion circa 1940. The photoshoot is heavily vintage, not only in execution but also in its theme. The grainy images reveal the spirit of California with massive beaten-up surfboards and a Coca-Cola shout out.
The Levi's Spring/Summer 2018 editorial truly has all the necessary components for re-imagining what youth surf culture was like in the 1940s and how it influenced the development of West Coast fashion today. From striped shorts to 1920s Balloon jeans, one of the most spectacular pieces in the Spring/Summer 2018 capsule is definitely an "ultra-wide reproduction of original Levi's jeans," that can be traced back to the early 20th century.
Vintage West Coast Fashion
Levi's Takes Cues from 1940s Surf Culture for Spring/Summer 2018
Trend Themes
1. Vintage Fashion - Opportunity to create retro-inspired clothing lines that pay homage to past eras.
2. Surf Culture - Potential for surf-inspired brands and products that capture the spirit of coastal living.
3. West Coast Fashion - Chance to develop fashion lines that celebrate the unique style and history of the West Coast.
Industry Implications
1. Apparel - Opportunity for clothing brands to create vintage-inspired collections.
2. Retail - Potential for surf-themed retail stores and pop-up shops that cater to coastal lifestyle.
3. Marketing - Opportunity for marketing agencies to develop campaigns that evoke the nostalgia and spirit of the West Coast.