Photo Credit: Diana Levine
View the Gallery: (10 photos)
Levi's hosted their first event at Art Basel this year and we were there to get the inside scoop on the denim retailers foray into the artsy affair.
The event, which was held at the Levi's South Beach store, was a celebration of the brand's 'Shape What's to Come' campaign which aims to build an online community for women around the world with shared interests.
The event showcased work by several female street artists who each decorated a Levi's jean jacket with designs to reflect their own unique style. There was also a discussion where each of the ladies answered questions about how they got to where they are today, the obstacles they encountered along the way and how they feel about being females in a male dominated space (street art).
We caught up with Sheri Timmons, director of entertainment marketing for Levi's, about what the event means to the iconic jean brand.
AOL: Levi's has collaborated with different artists in the past. How is this collaboration different?
Sheri Timmons: We've collaborated with artists like Shepard Fairey and Damien Hirst was our most recent collaboration. 'Shape What's to Come' is a unique collaboration, giving women a voice and a space in the world of art, focusing on street art. Our 'Shape What's To Come' website, separate from our shopping site is a global site aimed at empowering young women and female artists and we are very proud of it.
AOL: What was the inspiration behind this event and the 'Shape What's to Come' website?
Sheri Timmons: These women are all amazing role models for young female artists and we want to get their voices heard. They have so much energy and passion about what they do, it's inspiring. It takes a lot of guts to take your art to the next level and figure out a way to make a living doing it.
AOL: How did you make this event happen?
Sheri Timmons: We collaborated with Primary Flight (Miami's original open air museum and street level mural installation that takes place annually throughout the Wynwood Arts District and the Miami Design District), which was huge.
AOL: This was your first time at Basel. Do you plan to be here again?
Sheri Timmons: Yes! At next year's Art Basel we would love to have a mural painting event outside the store!
