Sept. 25, 2025

EE72 x Levi’s®:
Expression in
Denim at the
London Launch

Presented By

This article is a collaboration between EE72 and Levi’s®. To learn more about our collaborations and partnerships, click here.

Once an emblem of American casual, denim now stands as a global symbol of cool — and a tool of self-expression across generations. Together, EE72 and Levi’s® showcased what culture has been waiting for: style that reflects individuality, community, and the moment.

The EE72 London launch was more than a party. It was a homecoming. For the global EE72 and 72 Magazine team, the night at Soho Mews House brought friends, family, culture, and style together across three floors. Levi’s® partnered with EE72 for the evening, outfitting creators who each interpreted denim through their own lens. Among them: rising star Jade, featured in our debut issue, who delivered a performance that matched the energy of the evening. Performing in custom Levi’s®, she delivered two crowd favorites with piano accompaniment, amplifying the night’s friends-and-family vibes.

JADE. Photography GENEVIEVE LEAH

From current silhouettes to classic cuts, they showed how denim transcends trends, proving that self-expression is the ultimate style code. Their individuality echoed across the room — with even headlining DJ, Naomi Campbell, wearing Levi’s®.

EE72 EDITORIAL DIRECTOR SARAH HARRIS. Photography MARCO BAHLER

EE72 HEAD OF CONTENT SIMONE OLIVER. Photography GENEVIEVE LEAH

At the launch, creators, tastemakers, and the EE72 team alike demonstrated how seamlessly denim moves across style and situational lines, including EE72 Editorial Director Sarah Harris in a Levi’s® fit and Simone Oliver, EE72’s Head of Content, in a baby-pink denim Levi’s® dress pulled from her own closet.

Once the emblem of American casual, denim has become a global marker of cool, a fabric that can headline Naomi’s set, carry Jade through an intimate live performance, or anchor the wardrobes of our rising tastemakers and creative voices. And with London’s history of irreverent style and cool, this room showed Levi’s® as a stalwart of go-to essentials and imagination of style, from a regular day to an upscale party — versatile enough to be both uniform and statement, depending on who wears it and how.

“I used to be a designer girl where I would do the most with designers but now I just kinda like jeans and a top and it’s mostly Levi’s® 501s,” says Yasmin Finney, dressed in a fringe denim jacket.

The guest list reflected the same spirit of individuality: actors Joel Edgerton and Idris Elba, icons like Kate Moss and Beth Ditto, model Paloma Elsesser, and rising star Jade, who, like Paloma, appears in Issue 1 of 72 Magazine.

This was London at its chicest: fashion, art, politics, music, and culture colliding in one space, all bopping to the DJs. A celebration of expression — and a perfect reflection of what Levi’s® and EE72 share at their core.