Zoe Dabner
Terryl Atkins
VISA 1500
September 23, 2020
This online advertisement of two individuals wearing denim was created by Levi Strauss & Co in collaboration with GANNI to introduce a new concept for sustainably wearing denim. The use of primary colours, from the bold red text, blue denim, and hint of yellow from the boots on the model to the left, works effectively to illustrate an eye-catching aesthetic to those scrolling through Instagram, like myself. It is apparent that Gen Z is the target audience, based on the age of the two models and the environment in which the ad has been placed.
Front and centre of the image is the red, bold, and recognizable Levi’s logo, which generates interest in the lesser known brand Levi’s is collaborating with; GANNI. The inviting phrase ‘love letter’ has been placed in white over top of the logos, but smaller and off-centered to the right. The concept of ‘love letter’ is not clearly conveyed in the image until you are guided to the caption whilst scrolling by. The white space around the text and models draws the consumer’s eye to the centre of this image, which seems to have been done intentionally. Both models are young, and carry the image of what Instagram users desire to look like. They are wearing the same denim shirt, but in separate ways unique to their individuality. This is likely done to encourage the idea of sharing/passing on clothing, which is what ‘love letters’ is all about. Despite their somewhat slouched posture, the model to the left appears to be confident and happy, and one hand placed in their pocket adds a laid back characteristic. The model to the right is watching the other model with an amused expression. This model is standing upright and their arms are crossed; portraying a rather edgy style. The particular models in this ad lead me to believe that Levi’s is trying to represent the LGBT community, which may have an appeal to more customers.
Levi’s official website has an entire section dedicated to spreading awareness of their sustainability practices. These methods include the use of hemp rather than cotton to cut down on water use, working with recycled plastics, and using a technique called “Water>Less”. An article done by Sustainable Brands recognizes Levi’s science based targets that have been put in order to keep the global temperature below 2 degrees Celsius. By 2025, Levi’s aims to use 100% renewable electricity and reduce greenhouse gas emissions by 90% in their facilities, and by 40% in their supply chain. These targets have all been approved by the Science Based Targets initiative. A chart found on Levi’s “Climate Action Strategy 2025” displays that 34% of greenhouse gases are emitted during the customer use period. Despite Levi’s efforts to create denim in sustainable ways, they are a high scale manufacturing fast-fashion company that continues to encourage diverse groups of people to consume their clothing.
Climate Action Strategy 2025. Levi Strauss & Co. http://www.levistrauss.com/wp-content/uploads/2018/07/LSCO_Climate_Action_Strategy_2025.pdf
“Let’s Make Things Better.” Levi.com, https://www.levi.com/CA/en_CA/features/sustainability
Sustainable Brands. “Levi Strauss Sets Industry Bar with Science-Based Targets for Global Supply Chain.” Sustainable Brands, 31 July 2018, https://sustainablebrands.com/read/leadership/levi-strauss-sets-industry-bar-with-science-based-targets-for-global-supply-chain