# Imaginative Denim Installations The Levi's Spring/Summer 2013 Farmiloe Building Show is Creative By Jordy E | Published 2012-10-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/levis-spring-summer-2013 References: [hit-bag](http://hit-bag.com/2012/10/17/levis-ss-13-preview-the-farmiloe-building-americana-baby/) & [levis](http://www.levis.com) The [Levi's](https://www.trendhunter.com/trends/number-that-changed-everything) Spring/Summer 2013 collection made an impressive debut at The Farmiloe Building. The [installation-themed show](https://www.trendhunter.com/trends/humansized-egg-installation) hung the denim line from metallic structures, putting the pieces on display with attention to artistic detail. A scene dedicated to gold miners delivered an abstract script, presenting a play based on a distant wife and her East Londoner lover. This throwback Americana vibe is highly relevant to the jean company which has prided itself on the U.S. gritty mid western charm. At the other end of this Spring/Summer 2013 spectrum were modern, [avant-garde exhibits](https://www.trendhunter.com/trends/centennial-exhibition). Fluorescent violet and red lights illuminated a male model who posed in front of the set nonchalantly, resembling the prototypical laid-back hipster. Together the old and new motifs converged well at The Farmiloe Building, indicative of Levi's penchant for performance. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 52% | Activity: 66% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Installation-themed Shows:** Opportunity for fashion brands to showcase their collections through innovative and immersive installations. - **Abstract Script Presentations:** Chance for brands to captivate audiences with unique storytelling techniques and create memorable experiences. - **Convergence of Old and New Motifs:** Space for brands to blend traditional and contemporary elements to appeal to a diverse consumer base. ### Where This Applies - **Fashion:** Fashion brands can explore disruptive innovations in their runway shows and presentations. - **Art:** Artists and art galleries can experiment with installation-themed exhibitions to engage viewers in new ways. - **Event Production:** Event production companies can offer unique and creative event concepts that emphasize immersive experiences. ## Related on Trend Hunter - [Cinematic Denim Campaigns](https://www.trendhunter.com/trends/shaboozey-and-matty-matheson.md) - [Historical Fashion Experiences](https://www.trendhunter.com/trends/number-that-changed-everything.md) - [Bold Denim Collections](https://www.trendhunter.com/trends/bold-denim-collections-levis-and-adsb-andersson-bell-join-forces-to-reimagi.md) - [Heritage-Honoring Immersive Campaigns](https://www.trendhunter.com/trends/the-number-that-changed-everything.md) - [Workwear Reinvented Capsules](https://www.trendhunter.com/trends/levis-x-kiko-kostadinov.md) - [Relaxed Autumn Apparel](https://www.trendhunter.com/trends/fall-2025-denim-collection.md) - [Sophisticated Denim Lines](https://www.trendhunter.com/trends/blue-tab.md) - [Brand Refresh Preview Events](https://www.trendhunter.com/trends/cheap-monday-event.md) - [Festival Fashion Denim Pop-Ups](https://www.trendhunter.com/trends/levis-popup.md)