“Just married”: Levi’s® Upcycling Project by Marta Ferri x Vogue
Iconic garments became wedding dress in denim to inspire the community to preserve the environment
For over 170 years Levi’s® has been a pioneer of sustainable fashion: its products are designed and built to last because they improve over time, regardless of whether they are repaired, reinvented or recycled. Levi’s® mission, therefore, is not only to minimize their environmental impact, but also to inspire others to do the same, continuing to bring denim to life, use it for as long as possible, transform and reimagine it despite daily use.
What is upcycling?
This is upcycling: the creation of something unique and new that starts from pre-existing products, reinvented and reconverted thanks to the recovery of materials and their creative reuse. The disused garment, therefore, is rethought in its entirety and destined for a new life: a skirt becomes a bag, a jacket the seat of a chair and so on.
Upcycling is thus a concrete opportunity to avoid waste and give an alternative future to pre-loved garments that are no longer worn. This technique differs from the simpler recycling, the classic recycling, which simply tends to bring a material back to its original properties.
From these premises the Levi’s® Upcycling project was born, which involved Marta Ferri – Milanese fashion designer and couturier, internationally known for her custom-made garments with a unique and refined style – to interpret the creation of an exclusive wedding dress in denim. To make it happen, the Atelier Marta Ferri worked about 30 iconic Levi’s® garments such as trucker jackets and 501® jeans. A project-mission of considerable ethical importance, fundamental to inspire the community to preserve the environment and educate future generations.
Translated and edited from Vogue Italy.