Levi's partners with influencers at Lollapalooza India
Levi’s partnered with a range of influencers and artists to forge connections with Gen Z consumers at the recent Lollapalooza India festival. The denim and casual wear brand offered exclusive garment customisation at the event and raised brand awareness with a double decker bus.
As part of its brand presence at the festival, Levis’ set up a ‘Levi’s® on Wheels’ branded double decker bus, the brand announced in a press release. The bus took a group of influencers to the festival while driving around Mumbai to promote the label.
Influencers featured in the Levi’s collaboration included Ruhee Dosani, Sushant Divgikar, Sejal Kumar, and Sakshi Shivdasani among others. The brand also ran a ‘Levi’s® Tailorshop’ which offered live garment customisation.
“With the belief that celebrating unique style through customisation is a fundamental part of Levi’s® DNA, Levi’s® hosted a unique Tailorshop experience at Lollapalooza India 2023, which featured 12 artists from across India with music community-related designers,” the brand announced in a press release. “Curated in partnership with Aaquib Wani designs, the artist collective featured Santanu Hazarika, Mehek Malhotra, Sajid Wajid Sheikh, Preetal Dongre, Gaurav Basu, amongst others. The brand’s Tailorshop experience enabled fans to customise their denim and make it truly their own thru screen prints, paneling and heat-press.”
Lollapalooza India took place at the Mahalaxmi Race Course in Mumbai and was attended by around 60,000 people. The music festival was first founded by Perry Farrell in 1991 in the US and the music festival subsequently went on to tour the US followed by the rest of the world.
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