Celebrity stylist Karla Welch is best known for her signature look on Hollywood's red carpets worn by A-list celebs such as Lorde, Justin Bieber, Tracee Ellis Ross and more. To pay homage to the 145th anniversary of Levi Strauss & Co. receiving its rivet-pocket patent, which birthed its iconic denim blue jean; Levi released its latest campaign on May 20, 2018, with Welch titled, "Levi & Karl's 501 Day"
Welch collaborated with Levi adding her creative modern twist to the timeless aesthetic of Levi's 501 jeans featuring a 9-piece capsule collection. The black and white campaign video filmed by her husband Matthew Welch featured newcomers and some of our favorite "IT" girls shining their unique and radiant Black Girl Magic all over the screen. Angela Davis, Tracee Ellis Ross, SZA, America Ferrera, Ke'Andra Samone, and Natalie Manuel Lee were among the impressive roster of celebrities as they starred in the portrait campaign dancing along to Yoko Ono's 1973 song, "Yang Yang".
To find inspiration Welch pulled directly from her own childhood revealing that her collaboration was about reinventing not only what vintage looks like, but re-imagining not only what vintage looks like, but re-imagining what the future of vintage could be. "If people inhabit Mars 200 years from now, what are the kids going to wear? This idea of creating something that would eventually become an iconic piece of vintage clothing is the basis of the whole collection said, Welch in her press release.
A portion of the profits from the capsule collection will be donated to "Everytown" an organization committed to ending gun violence through gun safety education. Welch explained, "We're in this superficial business, which I love. I think fashion is an art, but I do look at myself and say, 'What am I doing?' So to be able to partner with the Levi foundation to do social good was everything. That's a new way of consumerism, to use your platform to do something meaningful. And when they agreed to donate to Everytown, I literally cried."
On May 16, 2018, at the Hollywood Palladium in Los Angeles, the Yeah Yeah Yeahs, Lauryn Hill, and SZA performed at the official campaign collection launch event. Each piece in the collection is priced from $150 -$450 available at select Levi stores levis.com, xcarla.com and Dover Street Market in New York.