By Shaked Yanko
Courtesy of Kiko Kostadinov
The Bulgarian menswear designer Kiko Kostadinov has collaborated with Levi’s; a brand known for its American way.
Kostadinov is known for his innovative style and design which makes this collaboration with such a staple brand all the more intriguing. Levi’s, synonymous with denim - everyone has a pair of jeans in their wardrobe, is known for its method of reinventing denim the American way. The first pair of Levi’s jeans were created in 1873, originally intended as ‘workman’s jeans’ –for the true– blue American labourer. Although the brand is now known for its stylish wardrobe staples, it has gradually moved away from its original consumers while retaining its quality. The term ‘luxury’ can now be attributed to a pair of Levi’s with the price tag that comes along with them, opening the door to collaborations with high-end designers such as Kostadinov.
The Bulgarian designer brings a new outlook to the traditional American brand, taking the structural, practical denim, and giving it a more conceptual and artistic edge. Diamond inserts and traditionally Bulgarian motifs can be seen on various pieces within this collection, a step away from your everyday pair of Levi’s. With twins Laura and Deanna Fanning at the creative helm of Kiko Kostadinov womenswear, showcasing the pair's design prestige while building on Kostadinov's underlying design aesthetics. The collection features a three-piece denim suit adorned with small panels detailing fuzzy textures and stripes, a step outside the usual classic Levi’s look. Here we see the structure of a denim jacket reimagined, with its large sleeve and a cinched waist. A gilet overlay gives a sneak peek into what classic staples could look like through fresh eyes.
Courtesy of Kiko Kostadinov
The collection is a modern take on vintage pieces we all love, altered to adhere to the new, cool style of today. With the recent resurgence of 90s fashion, it's no wonder both Kostadinov and the Fanning sisters have used it as a reference point for this collection. We may see more designers capitalising on this resurgence of trends from past decades, with the latest revival of Y2K style, brands may take the opportunity to work with young upcoming streetwear designers to leverage their brand into a more current audience.
As social media continues to open up thousands of new opportunities for heritage brands to advertise, This collaboration may just be the beginning. The Levi’s x Kiko Kostadinov collection is available worldwide on kikokostadinov.com and Levi.com.
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