Latest news with #Levii'sJeans'
Fashion Network
13 hours ago
- Entertainment
- Fashion Network
Burberry, Adidas and Levi's bet big on Oasis reunion tour
The iconic British band Oasis kicks off its long-anticipated reunion tour on Friday with a show in Cardiff, reigniting a wave of '90s Britpop nostalgia—and fashion brands are ready to roll with it. Despite the famously rocky relationship between Liam and Noel Gallagher, the tour promises a cultural moment too big for the fashion industry to ignore. From North America to Asia, retailers are tapping into the emotional pull of the past, hoping to turn a musical comeback into a sales boom. Recent music events—most notably Beyoncé's Cowboy Carter and Charli XCX's Brat—have proven how album launches and tours can drive fashion trends. Levi Strauss & Co. famously joined forces with Beyoncé after her 'Levii's Jeans' lyric, temporarily renaming its Instagram account and launching a campaign with the singer. Coach 's Kate Spade line embraced Brat, while stars like Taylor Swift were dressed by brands including Versace, Cavalli, and Tiffany & Co. Now, brands are calling this moment the 'Wonderwall Summer.' Leading the charge is Burberry Group Plc. Though not officially tied to the tour, Burberry's latest campaign celebrates the Gallagher legacy. It stars Liam Gallagher along with his sons Lennon and Gene, and daughter Molly Moorish-Gallagher. The visuals—featuring music icons like Goldie, and models Cara Delevingne and Alexa Chung—recall Burberry's golden era in the '90s. Liam is seen wearing the parka he first debuted in 2018, which is now being reissued in limited quantities. Meanwhile, Adidas AG is taking a more direct approach, launching a co-branded Oasis collection available online, in-store, on and at concert venues throughout the tour. Levi's created a limited series of graphic T-shirts, while Moncler 's Stone Island featured Liam Gallagher in its autumn campaign. Unlike recent music-tour collaborations driven by female artists, Oasis draws a mixed-gender fan base, offering opportunities for both menswear and womenswear. With the men's clothing and footwear market valued at roughly two-thirds of womenswear, brands see untapped potential. While the Oasis revival has attracted a younger crowd through ongoing '90s nostalgia, nearly half of the ticket holders have seen the band live before, according to Barclays Plc's Consumer Spend report. The group hasn't performed together since 2009, meaning the audience skews older—and often more affluent. Many of Oasis' signature styles—baggy jeans, football jerseys, and low-rise sneakers—have returned through the 'Blokecore' trend. Fashion choices among fans reflect the times: Swifties wore sequins, the Beyhive chose cowboy hats, and Oasis fans are opting for parkas and bucket hats. Even in summer heat, demand for parkas is rising. TikTok posts referencing parkas jumped 188% between June 1 and July 1, with video views up 121%, according to Trendalytics. Searches for parkas on resale platform Depop surged by 1,850% year over year in June. Bucket hats are also seeing renewed interest. About one-third of British fans plan to dress in '90s styles at the concerts, and more than 20% expect to wear co-branded items, according to Barclays. Barclays estimates that Oasis fans in the UK alone will spend £1.06 billion ($1.4 billion) on the tour—including tickets, travel, and merchandise. That total edges out the £997 million spent by Taylor Swift fans during the Eras Tour, partly due to Oasis scheduling 17 shows compared to Swift's 15. After completing the UK leg, Oasis will head to North America in August and September, before performing in Asia and South America. For both the band and its partner brands, cracking the US market remains a major goal. Burberry may stand to gain the most. With uncertainty in the Chinese luxury sector, a recovering US market—buoyed by easing tariffs—is looking more attractive. Adidas, still trailing behind Nike in US market share, also hopes to boost visibility stateside. Oasis' relationship with fashion has had its ups and downs. Liam Gallagher founded his label Pretty Green in 2009, but it went into administration and was acquired by JD Sports in 2019. The brand was later sold to Frasers Group, which no longer owns it. The biggest risk? A band breakup mid-tour. Oasis famously split before a Paris show in 2009. Still, the current media frenzy and brand engagement have already paid off. Even if the tour falters, tension between the brothers is likely to generate more attention than silence. Whether or not this becomes a true 'Wonderwall Summer,' fashion brands betting on Oasis aren't likely to look back in anger.
Fashion Network
a day ago
- Entertainment
- Fashion Network
Burberry, Adidas and Levi's bet big on Oasis reunion tour
The iconic British band Oasis kicks off its long-anticipated reunion tour on Friday with a show in Cardiff, reigniting a wave of '90s Britpop nostalgia—and fashion brands are ready to roll with it. Despite the famously rocky relationship between Liam and Noel Gallagher, the tour promises a cultural moment too big for the fashion industry to ignore. From North America to Asia, retailers are tapping into the emotional pull of the past, hoping to turn a musical comeback into a sales boom. Recent music events—most notably Beyoncé's Cowboy Carter and Charli XCX's Brat—have proven how album launches and tours can drive fashion trends. Levi Strauss & Co. famously joined forces with Beyoncé after her 'Levii's Jeans' lyric, temporarily renaming its Instagram account and launching a campaign with the singer. Coach 's Kate Spade line embraced Brat, while stars like Taylor Swift were dressed by brands including Versace, Cavalli, and Tiffany & Co. Now, brands are calling this moment the 'Wonderwall Summer.' Leading the charge is Burberry Group Plc. Though not officially tied to the tour, Burberry's latest campaign celebrates the Gallagher legacy. It stars Liam Gallagher along with his sons Lennon and Gene, and daughter Molly Moorish-Gallagher. The visuals—featuring music icons like Goldie, and models Cara Delevingne and Alexa Chung—recall Burberry's golden era in the '90s. Liam is seen wearing the parka he first debuted in 2018, which is now being reissued in limited quantities. Meanwhile, Adidas AG is taking a more direct approach, launching a co-branded Oasis collection available online, in-store, on and at concert venues throughout the tour. Levi's created a limited series of graphic T-shirts, while Moncler 's Stone Island featured Liam Gallagher in its autumn campaign. Unlike recent music-tour collaborations driven by female artists, Oasis draws a mixed-gender fan base, offering opportunities for both menswear and womenswear. With the men's clothing and footwear market valued at roughly two-thirds of womenswear, brands see untapped potential. While the Oasis revival has attracted a younger crowd through ongoing '90s nostalgia, nearly half of the ticket holders have seen the band live before, according to Barclays Plc's Consumer Spend report. The group hasn't performed together since 2009, meaning the audience skews older—and often more affluent. Many of Oasis' signature styles—baggy jeans, football jerseys, and low-rise sneakers—have returned through the 'Blokecore' trend. Fashion choices among fans reflect the times: Swifties wore sequins, the Beyhive chose cowboy hats, and Oasis fans are opting for parkas and bucket hats. Even in summer heat, demand for parkas is rising. TikTok posts referencing parkas jumped 188% between June 1 and July 1, with video views up 121%, according to Trendalytics. Searches for parkas on resale platform Depop surged by 1,850% year over year in June. Bucket hats are also seeing renewed interest. About one-third of British fans plan to dress in '90s styles at the concerts, and more than 20% expect to wear co-branded items, according to Barclays. Barclays estimates that Oasis fans in the UK alone will spend £1.06 billion ($1.4 billion) on the tour—including tickets, travel, and merchandise. That total edges out the £997 million spent by Taylor Swift fans during the Eras Tour, partly due to Oasis scheduling 17 shows compared to Swift's 15. After completing the UK leg, Oasis will head to North America in August and September, before performing in Asia and South America. For both the band and its partner brands, cracking the US market remains a major goal. Burberry may stand to gain the most. With uncertainty in the Chinese luxury sector, a recovering US market—buoyed by easing tariffs—is looking more attractive. Adidas, still trailing behind Nike in US market share, also hopes to boost visibility stateside. Oasis' relationship with fashion has had its ups and downs. Liam Gallagher founded his label Pretty Green in 2009, but it went into administration and was acquired by JD Sports in 2019. The brand was later sold to Frasers Group, which no longer owns it. The biggest risk? A band breakup mid-tour. Oasis famously split before a Paris show in 2009. Still, the current media frenzy and brand engagement have already paid off. Even if the tour falters, tension between the brothers is likely to generate more attention than silence. Whether or not this becomes a true 'Wonderwall Summer,' fashion brands betting on Oasis aren't likely to look back in anger.
Yahoo
13-05-2025
- Entertainment
- Yahoo
Beyoncé and Levi's Reimagine the Brand's Classic Logo for ‘Cowboy Carter'-inspired Shirts
Beyoncé is continuing her relationship with Levi's with a limited-edition T-shirt collection paying tribute to her album 'Cowboy Carter,' which she is currently touring. The T-shirts add an extra 'i' to the name Levi's in reference to the song 'Levii's Jeans' featuring Post Malone off the album, which earned three Grammy Awards this year, including Album of the Year and Best Country Album. The collaboration presents Levi's Sporty Ringer Tee and classic Graphic Tee styles bearing the stylized brand name. Both are offered in a black and white colorway in addition to a red and white colorway. More from WWD Beyoncé's Daughter Rumi Makes Rare Appearance in Oscar de la Renta at 'Cowboy Carter Tour,' Blue Ivy Coordinates With Mom in Burberry How Beyoncé's Anrealage LED Dress for 'Cowboy Carter Tour' Was Created: 35,000 Lights, Japanese Architecture Inspiration and Extensive Rehearsals Beyoncé and Ulta Beauty Bring 'Cowboy Carter' Experience to Stores and Create Tour-inspired Beauty Looks The T-shirts launched on on Tuesday and are slated to be available worldwide on Friday on the Levi's app and select Levi's stores. Members of Levi's loyalty program Red Tab will have have early access to the collection on Thursday. Levi's and Beyoncé announced a partnership last year after the release of 'Cowboy Carter,' though the superstar's relationship with the denim brand dates back to her early days with Destiny's Child. In this current era of her career, the partners have unveiled three chapters of their Reimagiine campaign, which reinterprets classic Levi's ads from the past. In April, Chapter Three reimagined the 'Refrigerator' ad from 1988; Chapter Two, released in February, took on the 'Pool Hall' ad from 1991, and in September 2024, Chapter One redid the 'Launderette' ad from 1985. The first chapter generated $5 million in media impact value in 48 hours. Chapter Two was celebrated with a takeover at Selfridges. 'If you look at some of the iconic, amazing work that's in our vault, it is very much centered on the male protagonists,' said Kenny Mitchell, senior vice president and chief marketing officer at Levi's, about the reimagined ads starring Beyoncé. 'Often white male protagonists that are kind of leading the story. They are the center of the narrative and have women that are ogling after them. 'In these stories that we've been telling, it's been centering a woman and centering them in a more powerful light, a beautiful light, and makes us really, really excited and really proud,' he said. 'And it's a woman of color too. So it's really shifting the perspective a bit of an iconic story and telling [it] in a way that's super relevant for our times right now.' View Gallery Launch Gallery: Beyoncé's 'Cowboy Carter Tour' Outfits, Live Updates: Burberry, Loewe, Diesel and More Best of WWD ColourPop x Lilo & Stitch Collaborate on Mischievous Island Adventures Collection in New Campaign [PHOTOS] Lunar New Year Collections to Know: Details on Fashion, Jewelry and More Brands Embracing the Year of the Snake Valentine's Day Collections to Know: Details on Fashion, Makeup, Jewelry and More Brands Giving Products a Touch of Love, Live Updates
