Anokhi Fashion Lifestyle Entertaiment

Levi’s gets an injection of Indian cool

RESEARCH: MAHIRA KARIM; PHOTOS COURTESY OF LEVIS STRAUSS OF INDIA

*published SPRING 2009

What do you get when you merge together two well-respected fashion brands from two different worlds? A unique and celebrated creation. That is exactly what onlookers of the fashion fraternity of India witnessed at the Fall 2009 shows of Lakme Fashion Week (LFW) when renowned couture designer Tarun Tahiliani premiered his exclusive line for Levi's, the epitome of Americana. It was a fresh take on denim where East met West in rugged harmony. The catwalk showcased Indian celebrities such as supermodel Nina Manuel and screen ingénue Sonam Kapoor (daughter of Indian cinematic icon and Slumdog Millionaire’s Anil Kapoor) strutting in Tahiliani’s collection.

Partnering up with one of India’s most prestigious designers, famous for his fusion of textile detail, refined luxury and meticulous tailoring, Levi’s has created a perfect match in fashionista heaven with Levi's by Tarun Tahiliani. Tahiliani’s label, TT is already a favourite amonst the international glitterati such as Aishwariya Rai-Bachchan, Goldie Hawn, Jemima Khan, Minal Modi, and Saif Ali Khan. Spring 2009’s line of Levi's by Tarun Tahiliani is marketed as a super premium jeanswear for women. As Tahiliani puts it, “Finally a heady mix of Indian apsara jewels magic on the iconic Levi's Jeans. Rugged yet super luxe. Faded yet sparkling and indigo with gold like never seen before. A new manifestation of India Modern. It is very exciting for me to work with this legendary brand that I have grown up with!”

The goal with this collection is to have the collection retailed across the key stores of both Levi's and Tarun Tahiliani in India with plans to expand worldwide, which will no doubt enhance India’s fashion revolution globally as well as create a multicultural appeal for Levi's. “LFW is a great platform for fashion in India,” adds Shyam Sukhramani, the marketing director for Levi's. “Levi's inspires design and iconic fashion which we will highlight through our enhanced showcasing this year. We have great plans for the brand and want it to be seen in various classic expressions created by the best talent from India and abroad. Our latest association with Tarun Tahiliani is testimony to that and slated to take our vision into new territories and new consumers across the world.”

Price points for this exclusive collection ranges from 5,000 to 200,000 Indian Rupees (approx $125.00 CDN to $5,000 CDN). More information can be found on www.levis.com and www.ap.levis.com.