Levi’s® Debuts the Christelle Kocher Capsule at Paris Haute Couture Week, a First for the Brand
American denim brand Levi’s® has unveiled “Christelle Kocher for Levi’s®,” a capsule collection created in collaboration with designer Christelle Kocher. Comprising 10 looks, the collection reinterprets classic American denim through the lens of French haute couture savoir-faire and will make its debut during Paris Haute Couture Week this July.
The presentation also marks a historic first for Levi’s®, as the brand joins the official Paris Haute Couture calendar for the first time in its history. Kocher, who serves as Artistic Director of Maison Lemarié—one of the prestigious Métiers d’Art houses of CHANEL—brings her signature philosophy of Couture-à-Porter to the collaboration, merging the craftsmanship of couture with the enduring heritage of Levi’s®.
Courtesy of Levi’s®
Summary
- Levi’s has unveiled the Christelle Kocher for Levi’s® capsule, debuting during Haute Couture Week in Paris this July
- The collaboration marks the brand’s first appearance at Paris Haute Couture; all 10 looks are developed with denim as the core material
- Icons from the 501® jean to the Type II Jacket are reworked into couture pieces with feather finishes, embroidery and sculptural detailing
- The Baby Brooklyn Bag is reinterpreted as a couture object; the campaign imagery was shot by Kayla Connors
- Kocher is Artistic Director of Maison Lemarié and winner of the 2019 ANDAM Grand Prize
From the 501® to Couture
Rooted in an ambitious exploration of textile manipulation and hand craftsmanship, the collection transforms Levi’s icons — from the 501® jean to the Type II Jacket — into highly crafted couture pieces. Signature pieces are reworked with feather finishes, embroidery and sculptural detailing, sitting alongside more elevated silhouettes, from draped black denim gowns to statement headpieces, in a natural dialogue between everyday denim and couture dressing.
Accessories extend the narrative, with the Baby Brooklyn Bag reinterpreted as a couture object alongside dramatic feather headpieces. Entirely developed using denim as the core material, the capsule pushes the boundaries of the fabric through feather work, hand embroidery, plissé drapery, floral constructions, delicate lace applications, resin-coated denim fragments and leather embroideries.
Between Structure and Fluidity
Across the collection, silhouettes evolve between structure and fluidity: layered denim plissé forms abstract floral bustiers, degradé feather capes create sculptural movement, and couture embroidery elevates classic tanks, shirts and denim separates into luxurious eveningwear. A standout look — a full feather gown paired with a matching cape — combines denim, lace and resin into richly textured surfaces inspired by fish scales.
The imagery, shot by Kayla Connors, focuses on the contrast between couture techniques and the raw, authentic nature of denim — cinematic yet intimate and spontaneous. The photography also spotlights the textile work developed for the project at the Levi’s® Eureka Lab in the brand’s global headquarters, from feather constructions and hand embroidery to sculptural volumes and resin textures, using close-up details and movement to reveal the work behind each silhouette.
“Two Countries That Fuel My Creative Energy”
“It was a privilege to bring these two teams together and see this collection come to life. This capsule reflects my life between the United States and France, two countries that fuel my creative energy,” said Christelle Kocher.
“Bringing Levi’s to Paris Haute Couture for the first time is a major moment for us. With over a century of history behind the brand, partnering with Christelle Kocher felt like a natural fit. She brings a distinctly Parisian perspective with a modern edge that complements our denim heritage. Her Couture-à-Porter vision is the perfect way to elevate the craftsmanship of denim. With this collaboration, we continue to take our iconic brand into new cultural spaces in Europe,” said Mathilde Vaucheret, Vice President Europe Marketing & Brand Experience.
Christelle Kocher, Bridging Couture and Culture
A graduate of Central Saint Martins, Kocher worked with houses including Bottega Veneta, Dries Van Noten and Chloé before becoming Artistic Director of Maison Lemarié in 2010. She founded her own label KOCHÉ in 2016 and received the ANDAM Grand Prize in 2019.
Presented during Couture Week, the capsule stands as both a celebration of craftsmanship and a radical reinterpretation of denim — a demonstration of how one of fashion’s most universal materials can be elevated into the language of haute couture while remaining deeply rooted in culture, authenticity and innovation.
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