Levi’s and Emma Chamberlain Pay Homage to Northern California and Thrift Stores in Cozy New Collection
Before becoming an internet icon and beloved multi-hyphenate creative, Emma Chamberlain spent her childhood in scenic Northern California. Since its founding in 1853, the Levi’s® brand has called Northern California home while creating some of the most iconic jeans and garments in the world. The Levi’s® brand and Emma have joined creative forces on a new collection that nods to the legendary redwoods, the expansive Pacific Ocean, and all of the natural world in between. Versatile and nostalgic, each cozy look in the Levi’s® x Emma Chamberlain collection draws creative inspiration from Emma’s favourite thrift store finds.
Taking cues from her laid-back Northern California upbringing, the limited edition collection features six effortless pieces that pay homage to nature. It utilises earthy hues, cozy-core styling, and a signature woodsy print inspired by the rings of a redwood tree. The collection’s tops include a vintage-inspired, lined Boxy Jacket that features a classic point collar and a slightly cropped fit; a colourblock relaxed fit Mockneck Sweater with bell sleeves and custom buttons that have a woodsy vibe; and a sleeveless Fitted Knit Top featuring a design of pine trees. For bottoms, the collection includes an overdyed, dusty purple-blue Midi Skirt finished with a frayed waistband and hem; red-orange Trousers with a relaxed fit and slightly tapered leg; and, of course, 501® Originals in a brown overdye with a tree ring design.
“The Levi’s® team gave me so much flexibility and basically took my exact ideas and made them real. It was such a magical experience,” said Emma Chamberlain. “I would say this collection is nostalgic, outdoor-inspired, and timeless. I was really inspired by the fact that the brand and I are both from the San Francisco area, and I wanted to lean into what makes Northern California so special. All the pieces also sort of remind me of things that I would freak out over if I saw them at the thrift store. I wanted them to have classic silhouettes that you could wear for the next ten years and never get sick of.”
Emma’s extensive list of creative and business endeavours includes hosting her binge-worthy podcast, Anything Goes, and conceptualising new must-haves for her coffee lifestyle brand, Chamberlain Coffee. On top of partnering with the Levi’s® design team to develop the collection, Emma served as Creative Director of the collection’s campaign, which was shot using the backdrop of Northern California’s diverse natural world. From the verdant redwood forest to the foggy bluffs overlooking the Pacific, these gorgeous locations helped to bring her thoughtfully co-designed collection to life.
“The creative process was super organic and exciting with Emma — she had a very strong and genuine point of view for her collection”, said Karyn Hillman, Chief Product Officer at Levi Strauss & Co. “While paying homage to the picturesque nature of our shared home of Northern California, these pieces embody coziness and effortlessness with a lot of authentic character. It’s been a joy working alongside Emma and to see this beautiful collection and campaign come to life.”
The Levi’s® x Emma Chamberlain collaboration launches on September 28, 2023 and will be available for purchase on Levi.com.au, Levi.co.nz and select Levi’s® Stores.
