The world is filled with talented artists. Recognizing that talent is becoming increasingly difficult. That is why H&M now introduces ‘Your Art Here’ – an all styles visual arts contest, with a New York City theme – giving aspiring artists the opportunity to gain valuable exposure by exhibiting the winning artist’s work in the window of the H&M store located at 42nd Street and 5th Avenue in New York City.
The winner will also receive:
- $5,000 stipend to support an up-and-coming art career
- $500 H&M gift card
- Roundtrip airfare and accommodations in New York City while installing the piece in the store window.
- Up to $15,000 installation budget.
Visitors to the website get to vote on their artwork of choice and the top ten vote getting artworks will compete in a final round where they are reviewed by a panel of judges from H&M and art world personalities, including:
- Thierry Guetta, AKA Mr. Brainwash
- Nancy Barton, Professor of Art and Art Education at Steinhart NYU
- Daniel V, the blogger behind JazJaz.net
- Adele Treschow, designer and contemporary artist
All entries must be received by October 15th, 2010.
Levi’s new ad campaign fascinates me on so many different levels. A new generation. Real people. Change. Community involvement & workshops. Social responsibility. Fall Work Wear Collection. Design collaborations with Billy Reid and Opening Ceremony. Cinema, TV, print, out-of-home installations, digital elements and more.
SAN FRANCISCO (June 24, 2010)– Amid today’s widespread need for revitalization and recovery, a new generation of “real workers” has emerged, those who see challenges around them and are inspired to drive positive, meaningful change. This fall, with the introduction of Go Forth ‘Ready to Work’, the Levi’s® brand will empower and inspire workers everywhere through Levi’s® crafted product and stories of the new American worker. Bolstered by its pioneering spirit and ‘Go Forth’ rallying cry, Levi’s® will explore how a new generation of real American workers is rolling up their sleeves to make real change happen. The campaign, created in partnership with Wieden+Kennedy, kicks off this July and will reach across the Americas from the top of Canada, throughout the United States, Mexico and South America.
“Last year, driven by the pioneering spirit the Levi’s® brand has represented for more than 150 years, ‘Go Forth’ created a resonate message underscoring a new vision of hope and progress,” said Doug Sweeny, VP, Levi’s® Brand Marketing. “This year, we’re turning that energy into something tangible by engaging in meaningful conversations around ‘real work’ and celebrating the individuals who are carving the way for a better tomorrow.”
‘Ready to Work’ Campaign Spotlights Real Work in Braddock, Pennsylvania
The muse for Levi’s® new campaign is Braddock, a town embodying the demise of the blue collar base that is taking radical steps to reverse its decay. Braddock now faces a new frontier of repurpose and new work in what was once a flourishing industrial mecca. Since 2001, John Fetterman, the mayor of Braddock, has taken his fight for social justice in Braddock to the masses by enlisting the help of modern pioneers – artists, craftsmen, musicians and business owners – to rebuild and revive the town. As it rebuilds, Braddock has become a model for how any city, in any part of the country, can prevail as a symbol of hope and change.
To contribute to the real change in Braddock, the Levi’s® brand is committed to funding the refurbishment of Braddock’s community center, a focal point of the town and their youth-based programming. Additionally, Levi’s® is supporting Braddock’s urban farm which supplies produce to local area residents at reduced costs.
Joining Braddock to help spark action in other communities in need, Levi’s® new ‘Go Forth’ campaign will feature the real people doing real work in Braddock in its newest national marketing campaign. Led by Mayor John Fetterman, the residents of Braddock shine an authentic spotlight on how vision and hard work can not only change one community, but also help to inspire the nation to aspire to greater prosperity as a whole.
Shot on location in Braddock, the campaign features a dozen residents of diverse backgrounds dressed in Levi’s® Work Wear Collection for fall. The new line features iconic pieces such as 501® jeans, denim trucker jackets and work shirts. Work wear is Levi’s® birth right. Since 1873, the Levi’s® brand has been making the clothes that pioneers have worn to build America. Today, Levi’s® is investing in the American revolution that is taking shape in Braddock. Levi’s® and Braddock are intertwined by an unshakable mantra for progress: Real People + Real Work = Real Change.
The ‘Ready to Work’ campaign launches on July 4 and features cinema, TV, print, out-of-home installations, digital elements and more. The first provocative TV spot launching in early July was shot by “The Road” director John Hillcoat. A second spot and vibrant print campaign was captured by acclaimed photographer Melodie McDaniel.
“This campaign is unlike any other that Wieden+Kennedy has created,” said Susan Hoffman, Executive Creative Director of W+K. “We did not want Braddock to be merely a backdrop in our advertising. We saw this as an opportunity for W+K and Levi’s to participate in the amazing movement that Mayor John has created and help realize his vision to reconstruct Braddock and at the same time we created an amazing Levi’s campaign.”
Additional ‘Ready to Work’ themed partnerships will be announced later this year as the campaign continues to roll out.
Levi’s®Fall 2010 Work Wear Collection
Levi’s® Work Wear Collection for Fall 2010 features iconic pieces inspired by authentic work wear staples such as 501® jeans, 505 jeans, denim trucker jackets and work shirts. The collection is not about fads – it’s about authenticity, exceptional craftsmanship, attention to detail, and innovation in fits, finishes and fabrics, backed by the brand that invented work wear more than 150 years ago. Details tell the story – the finest denim fabrics, brass laurel shanks, genuine leather patches and functional waist back cinches.
Taking ‘Ready to Work’ to Local Communities through the Levi’s®Workshops
Beginning this summer, the Levi’s® brand will equip a new generation of pioneers and celebrate creative communities across the country with the launch of Levi’s® Workshops – a new, innovative approach to integrating community involvement with retailing. The workshops will serve as community-based extensions of the Go Forth campaign, paying homage to the principles of hard work and civic engagement. The Levi’s® Workshops will be multi-use spaces, featuring a functional workshop, community event space and retail storefront. The first workshop debuts in San Francisco this July, followed by a second expression of the program in New York this fall. Each workshop is designed to focus on a specific craft including printmaking and photography, and will feature forums where local pioneers in design, sports, technology, sustainability, and other interests can engage and collaborate.
Inspiring Levi’s®Pioneering Spirit through Brand Collaborations
Throughout the year, Levi’s® will continue to partner with iconic American brands on new design collaborations that embody the pioneering spirit of America. These collaborations will be guided by the values and principles of the Levi’s® brand. This fall, Levi’s® will partner with award-winning designer Billy Reid to create new, limited-edition versions of iconic heritage pieces from the Levi’s® Work Wear line. Later in the year, Levi’s will introduce a new seasonal co-branded collection with Opening Ceremony that is rooted in classic Levi’s® styles and updated with progressive fabrics, washes and details. Additional design collaborations will be announced in the coming months.
ABOUT THE LEVI’S® BRAND
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s® brand, its products and stores, please visit www.levi.com.
Be part of the evolution of fashion with La Jolla’s two-day fashion event. The La Jolla Fashion Film Festival centers on a digital vision set in a world class coastal resort – utilizing outdoor showings on giant seaside movie screens, the “Show Flow on Prospect” – an exclusive series of screenings held at the areas top art galleries, fashion webcasts, twitter pop-up shows, film debuts, and more.
LA JOLLA, Calif., Nov. 17, 2009 – For fashion, 2009 was the year that saw bloggers in the front row of fashion weeks, live streaming runway shows, direct to inbox designer discount enewsletters, and the explosion of fashion ecommerce sites with multi million dollar sales. Out of this paradigm shift has emerged a new art form and marketing channel – the fashion film. The La Jolla Fashion Film Festival (LJFFF) sets out to embrace the proliferation of this new digital media genre with the debut of first annual fashion film festival in America.
Recognizing the emergence of the cinematic genre to the fashion world, the film festival will feature productions from major fashion houses like Alexander McQueen, Guy Bourdin and others. The festival will include short films from emerging designers along with a spot for the winning fashion student submission. Many debut productions are contemplated. La Jolla Fashion Film Festival seeks to use the film medium as both an expression of art and as an exciting way to introduce new collections to the marketplace.
Fashion media in the form of cinema is a concept that is growing fast in the fashion world, and LJFFF is at the cutting edge of it. Cinema will revolutionize fashion marketing through experimentations in digital mediums. Utilizing the far-reaching impact of the internet, LJFFF will combine cinema, social media, and fashion into one of the world’s premiere digital fashion events. Ultimately, the goal is to go beyond previous digital barriers and limitations to create new internet distribution channels, networks and markets for the benefit of both the designers and consumer.
These evolutionary events in the world of fashion will begin on Friday, April 23, 2010 and will conclude with a cinematic finale on Saturday, April 24, 2010. The events will take place in and around La Jolla’s pristine coastline, parks, bays, and famous Prospect Avenue, offering attendees a world-class seaside resort experience.
While the event centers on the new fashion film medium, various aspects of a traditional fashion week have been incorporated, including live photo shoots, informal modeling, pop-up designer stores, sample sales, swag bags, exclusive receptions and cocktail parties.
“Our goal is to produce a world class event that will provide attendees an exciting, exclusive and valuable experience based on the emerging new art genre of fashion cinema, and provide fashion film producers and fashion labels a distribution channel to fashion’s thought leaders and marketplace influencers” said Fred Sweet, producer of LJFFF.
LJFFF will implement digital environments to provide consumers an all-access pass to the behind the scenes of fashion. The online audience will be invited to consume fashion through the latest in digital distribution; from advanced social media, blogger coverage, live flash show presentations, digital streaming events, immediate YouTube uploads and original content screenings.
“According to ABI Research, by 2012 the number of broadband video consumers will surpass one billion. As viewership skyrockets and marketers continue to move dollars online, we predict the industry will see a seismic shift away from stills towards short fashion films, with brands competing to create compelling video content of their own. This will be especially true as companies set their sights on millennials, an entire generation of young fashion consumers who expect their world to be instant, dynamic and online,” said Vikram Alexei Kansara, contributor to the Business of Fashion.
Moreover, a Forrester study reveals that digital fashion participants will provide companies enthusiastic spectators and online actors; this interactive approach will allow fashionistas to engage with the brands they love.
Opening night kicks-off with The Show Flow on Prospect. An exciting and unique event where attendees will progress through exclusive screenings at La Jolla’s top art galleries.
Day two will be hosted at the picturesque La Jolla Cove Bridge Club. Attendees will have the opportunity to enjoy fashion breakout sessions, a networking luncheon and an informal modeling happy hour. As dusk falls celebrants will be seated and treated to showings on a giant outdoor movie screen tucked in between the cove, downtown lights, and surf. The night of glamour will conclude with the highly coveted gala finale.
For media inquiries, sponsorship opportunities, advanced ticket sales, intern positions and accreditation to attend the show, please contact La Jolla Fashion Film Festival director, Fred Sweet, at (619) 296-1018 or fsweetsd@gmail.com.
# # #
About Fred Sweet: As CEO of San Diego Model Management, Fred Sweet has followed the impact of digitization on the fashion world from the start of the internet. He is currently publisher of San Diego Fashion Calendar,and the well received FashionStreetSD.com. Inspired by digital media, Fred Sweet has set out to evolve fashion week for the digital planet, as director of La Jolla Fashion Film Festival.
I finally saw the September Issue Last night at the Landmark Hillcrest!
R.J. Cutler (Director) has depicted an intense documentary on the most powerful woman in the fashion industry: Vogue editor Anna Wintour. I don’t want to give away too, too much… but the documentary made me cringe and cry from awe all in the same hour and a half.
In this well-done documentary, Wintour is fabulously crafting the Vogue September Issue 2007. If you did not know, the September issue for any major magazine is kind of a big deal in the fashion industry.
As a San Diego native, this film whisked me far, far away into the ultra chic, ultra fabulous lives of the fashion elite, fashion gatekeepers, and fashion innovators of the world. My idea of fabulous here in San Diego is nothing compared to the fabulous is this film. OK guys, if I say fabulous again you can send me hate mail, if you want.
Viewing this documentary here in my tiny corner of San Diego, CA, I have come to realize that the fashion industry is more than just paparazzi and couture. San Diego is so far from the fashion capitals of the world, New York, London, Paris, Milan, Tokyo… I am not quite sure that many locals can relate to the film, but we can definitely appreciate it!
The real fashion industry requires real, raw talent, covered in guts, blood, sweat, and tears. In all honesty, the film terrified me a little, but more importantly made me realize that fashion is not just pretty dresses and new colors… fashion is a way of life. And according to the advertisement: Fashion Is A Religion.
If you liked The Devil Wears Prada, you will LOVE The September Issue!
The only San Diego theaters showing The September Issue are: Landmark Hillcrest (San Diego, CA), AMC La Jolla (La Jolla, CA), and Ultrastar Flower Hill Cinema (Del Mar, CA)
