Levi’s is celebrating its 150th anniversary next year with one-of-a-kind Travelling 501 and its latest 501 ’90s jeans! Five creative visionaries from South East Asia will be featured in the campaign to add their flair to a single pair of Original 501 jeans which will travel across five countries from one visionary to another before culminating in the 501 Day event in Thailand. The final piece – Travelling 501 – will be revealed to the public there.
Indonesian artist and illustrator Diela Maharanie, Malaysian model and embroidery artist Sheena Liam, Singaporean rapper and songwriter Yung Raja, Thai makeup artist extraordinaire turned Thai silk advocate Pearypie, and Filipino model and actress Issa Pressman are selected to celebrate the journey of the timeless iconic jeans through eras of past, present, and future. They embody the spirit of the Original 501 and possess a unique perspective that embraces the change needed to inspire growth and evaluation.
According to Herve Bullot, the East Asia Pacific Marketing Director for Levi Strauss & Co, “(The original 501) is a foundational piece in everyone’s closet and the perfect blank canvas for individual style and self-expression, which was the inspiration behind The Travelling 501. At Levi’s creativity and originality have long been some of our core tenets as a brand, which is why we’re delighted to collaborate with these five visionaries who are all trailblazers in their respective countries.”
The Levi’s 501 transcends trends and has long signified effortless cool across generations, but the Travelling 501 also signifies this across borders. Malaysia’s local visionary and winner of the 2nd season of Asia’s Next Top Model Sheena Liam is bringing her signature embroidery art to The Travelling 501, combining her love for fashion and art to celebrate self-expression on 501 Day.
Sheena revealed her custom Original 501 jeans at Malaysia 501 Day celebration on the 19th of May, officiated by the General Manager of Levi’s Malaysia, Mr. Imran Butt. Performers such as Doc Maw and Bad Habit entertained the guests and media, along with an art jam session by Sheena herself.
The latest iteration of the Original 501 – 501 ‘90s – taps into comfort and perfectly captures the late ‘90s vibe with a more relaxed fit through the seat and leg. It is now available in Malaysia from 11th May onwards. For more information, visit Levi’s website and Instagram.
