Levi's® Made & Crafted™ | #02 Photographer Martin Zadd

Levi's® Made & Crafted™

Art Embodies the Brand's Theme: June

#02 Martin Zad

What is the Relationship Between Plants and Denim?

Levi's® Made & Crafted™ is a line inspired by Levi's historic products, incorporating modern materials and sewing techniques. While the clothes are appealing for their modern yet warm feel, they are also gaining attention for initiatives beyond fashion, through pop culture such as art and music. One such initiative is this series, where the brand's seasonal theme is expressed each month through the work of a new artist.

Levi's® Made & Crafted™ features various American photographers to shoot the brand's seasonal items. One photographer is selected each month for a year, and their creative interpretations are published. The works from this project are also featured on the Levi's® Made & Crafted™ blog (http://levismadeandcrafted.tumblr.com/), Levi's® social media, and online magazines.

Text by Kase Tomoshige (OPENERS)

Delicate Plants and Durable Clothing: A Contrast

A series of photographs featuring vibrant, delicate plants and models dressed in Levi's® Made & Crafted™ (hereafter, LMC) clothing, set against a softly hazy backdrop.──These are the works of Martin Zad, a photographer based in New York.

"I wanted to express LMC denim in new situations and contexts, while still respecting the brand's roots," Zad explains.

Levi's has a history of being favored by many gardeners and farmers as workwear. Wearing workwear while tending to plants. This can be interpreted as a modern reinterpretation of that scenario.

"The ideas of gardening and plants stemmed from an interest in the environments where modern people are active. I believe the delicate forms and vibrant colors are expressed in contrast to the nature of durable clothing."

The works are posted on the LMC blog (http://levismadeandcrafted.tumblr.com/). We encourage you to check it out every month.

Martin Zad
A New York-based photographer with a Master's degree in Visual Arts. Zad is known for his distinctive style, which creates realistic scenes from the image stage while retaining a sense of tension and ambiguity. This work, a collaboration with the design team gg-II, is based on the theme of gg-II's project "This Way Up."

Levi's® Made & Crafted™
http://levismadeandcrafted.com/