Innovation That Matters

The initiative is meant to combine the business of selling fashion with the need to focus on sustainability | Photo source Miu Miu

Miu Miu partners with Levis to upcycle its denim

Fashion & Beauty

The Levi’s x Miu Miu collection reimagines classic Levi’s 501s and denim trucker jackets from the 1980s and 1990s as glamour items

Spotted: As fashion works to improve its green credential, we are seeing a host of new fashion collaborations. The latest is a partnership between Levi’s and Italian luxury brand Miu Miu, which sees Miu Miu upcycle vintage denim to create new luxury pieces. 

Titled Levi’s x Miu Miu, the collection reimagines classic Levi’s 501s and denim trucker jackets from the 1980s and 1990s as glamour items. The pieces are bejewelled with luxury additions such as diamanté embroidery, crystals and pearls, and are given new prices to match. 

The initiative promotes the concept of upcycling – where old products are given a new lease of life — with a makeover. In fact, Miu Miu has developed an entire line, called Upcycled, to promote reworked classics, as part of its new mission to promote more sustainable fashion. In a statement, the brand describes the pieces as unique: “Reimagined through the Miu Miu lens, the lives of garments worn and loved in the past are extended, refreshed — renewed.”  

According to the founder of Miu Miu, the designer Miuccia Prada, the initiative is meant to combine the business of selling fashion with the need to focus on sustainability. She told the Financial Times that “We are a company, with thousands of people working for us, we have to sell. We are not here to have fun. Creative people in fashion — we are not pure artists. We have to be responsible, because companies and enterprises should be responsible. There’s a responsibility to your workers, about sustainability, about inclusivity. And not only responsible, but contributing to change.”  

Upcycling is becoming a popular way to reduce the garment industry’s mountain of throwaway fashion and gain a one-of-a-kind piece at the same time. At Springwise, we have seen some fabulous ideas for upcycling clothing, including refugee artisans who hand-embroider old clothes, and a French brand that uses only deadstock fabrics sourced from luxury fashion houses. 

Written By: Lisa Magloff

Explore more: Fashion & Beauty Innovations | Sustainability Innovations

Website: miumiu.com

Contact: miumiu.com/gb/en/contactus

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