Emma Chamberlain on Levi’s New Collection, Gold Tab
“As much as I love playing dress-up in interesting clothing pieces, I love being comfortable equally as much,” Emma Chamberlain told WWD.
The content creator stars in Levi Strauss & Co.’s newest campaign; showcasing a vintage-inspired collection — Gold Tab. It’s influenced by the casual, relaxed aesthetics of Northern California, the ‘70s and ‘80s.
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It’s “everything comfy,” she went on, “sweats, sweatshirts, sweatshorts, tanks, all the good basics, you name it.”
Born in San Bruno, California, Chamberlain is a Northern California native: “I’m a California girl — so with product styles named after California cities and landmarks like Big Sur and Monterey — I feel even more connected to the collection.”
The line is Levi’s newest tab category, helping the company (founded in San Francisco in 1853) “expand our lifestyle offering,” said Karen Riley-Grant, chief marketing officer at Levi Strauss & Co.
“Athletic-inspired with California roots and vintage inspired — it’s fun, easy and comfortable,” continued Riley-Grant. “Gold Tab is exactly what you’re looking for in your favorite sweats, tanks, hoodies, Ts and oversize wovens.”
Chamberlain said the campaign was shot in Topanga Canyon: “It felt like a mini vacation. California feels so vastly different across the state, and traveling just an hour can bring you to a completely new environment.”
Levi’s is at the center of a pressure campaign from Remake that asks the company to sign a legally binding worker safety agreement.
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