This summer Levi’s Made & Crafted, prove that there is more to summer than soaking up the rays and licking the ice cream, with their project “Levi’s Made & Crafted Photo Assignments”. Pairing up with a young artist for each month of the summer, the denim masters are hand selecting artists to interpret their current spring/summer 2013 collection, and encouraging them to let their visions run wild.
This month’s young artist is Toronto native, Matin Zad. Collaborating with Portuguese design duo GG-LL who specialise in minimalist architecture, Zad has created a photographic series for Levi’s which pays homage to its workwear roots within a high fashion and contemporary art context.
Gardening, surreal scenarios, and the mix of vibrant colours with the soft denim tones of the Levi’s, gives the series more of a dream-like feel than the average jeans campaign. Speaking about the work, Zad is keen to highlight the similarities of attention to detail to the clothing with the delicacy of art of gardening: “The images also speak of the likeness between the care and delicacy of tending to a garden, to the construction of the Levi’s workwear, a longstanding work uniform for many gardeners and farmers”.
Next month’s photographers in the “Levi’s Made & Crafted Photo Assignments” series will be Chloe Aftel and Marcelo Gomez.