CONCEPT DESIGN - PROODUCTION MANAGEMENT - CURATION

To support the global launch of the 201® Jean campaign I wanted to create a concept that would celebrate the history of the 201® jean which was the more 'budget friendly" brother of the iconic 501® jean.

I reached out to the archive team in San Fransisco to gather some historic references and they provided me with archival copies of the pattern pieces that make up the jeans, it also turns out they had a carefully preserved vintage pair of 201's in a vacuum-sealed vault!

i curated the origin space in the London flagship store with oversized pattern pieces to create a cavernous feel and directed the lighting to create and throw shadows of the pattern pieces onto the walls and floors.

To finalise the installation we shipped the preserved historic 201's from the states and put them on display in-store to complete the story telling of this historic piece.