Currently, we're working with one of the biggest brands in the world - Levi's. It's a life brief, meaning that the client is real, the feedback will be brutal and the product has to be real and possible to execute, not flying dragons wearing Levi's jeans holding up a sign '20% off with UniDays' (believe me, I'd love for that to happen).

For this brief, we had approximately 3 weeks and in the middle of those three weeks, Levi's associates came in to give us a lecture and spread awareness about the brand, its achievements and history. 

One of them was Molly McGarry, Fashion Communication and Promotion graduate at Nottingham Trent University aka a former fashion graduate that we all aspire to be (or at least should). She's super adorable and friendly, we could all relate to her and her experiences as a student, therefore, that's what attracted most of us towards her. Her presentation was truly insightful, useful, helpful to all of us. Molly broke down the importance and key elements that make up a great group work and that's exactly what we all needed as we were in the process of working in one. 

Another person that attended this event is Richard Hurren, Vice President of Levi's Europe. Now how do I put this nicely... I didn't like one bit of his presentation, honestly. Yes, his information was insightful and somewhat helpful but he did not seem genuine towards us. Most of his sentences did not cooperate with other ones, it felt like he's lying about some elements and he kept arguing with himself and, most importantly, us. 

At the end of his presentation, we all got a chance to ask him questions and that's where it went downhill. He couldn't manage to answer one single question honestly, he either kept avoiding the truth that was crucial to us or he changed the meaning of a simple question like "What makes this brand American?". His answer to that was awfully useless: "We're not an American brand, we're an International brand". I get what he was trying to say but that just seemed illogical seeing as though that every aspect of Levi's history points that they're an American brand.

Conclusion: it was an interesting day. It was insightful and helpful but it changed the way that I look at Levi's. If at first, the brand seemed genuine and loveable, now it doesn't feel that way at all. It may just be the way that Levi's are in Europe and I hope that it's different on the other side of the world.

All the love,

Karolina x