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.
Items Featured:
Yasmin Finney wears Levi’s® Pleated Mini Skirt, Levi’s® Paisley Bandana and Levi’s® Barstow Western Standard Fit Shirt.
Sophia Hadjipanteli wears Levi’s® Super Baggy Barrel Jeans in Black, Levi’s® Sculpted Bustier Top, Levi’s® Rodeo Champion Bandana and Levi’s® Billy Plaque Belt.
Sebastian Croft wears Levi’s® Cropped Harlie Shirt, Levi’s® 501® 90s Jeans and Levi’s® Supersoft Crewneck Cardigan.
Mia Regan wears Levi’s® x Kiko Kostadinov Carina Apron Shorts and Levi’s® Dreamy Tank Top. Leomie Anderson wears Levi’s® Super Baggy Barrel Jeans and Levi’s® Harlie Boyfriend Shirt.
“I’m excited to bump shoulders with my fans”: Joined by a swarm of loyal followers, Latto takes over London “I’m excited to bump shoulders with my fans”: Joined by a swarm of loyal followers, Latto takes over London
“I’m excited to bump shoulders with my fans”: Joined by a swarm of loyal followers, Latto takes over London
Why we’re still grappling with the toxic legacy of the ‘bikini body’ Why we’re still grappling with the toxic legacy of the ‘bikini body’
Why we’re still grappling with the toxic legacy of the ‘bikini body’
Aitch on making a Netflix documentary, scaling Africa’s highest mountain and Down’s Syndrome awareness Aitch on making a Netflix documentary, scaling Africa’s highest mountain and Down’s Syndrome awareness
Aitch on making a Netflix documentary, scaling Africa’s highest mountain and Down’s Syndrome awareness
“Alienation, loneliness and ostracization:” Multidisciplinary artist Imran Perretta’s work is thrilling, powerful and important “Alienation, loneliness and ostracization:” Multidisciplinary artist Imran Perretta’s work is thrilling, powerful and important
“Alienation, loneliness and ostracization:” Multidisciplinary artist Imran Perretta’s work is thrilling, powerful and important
These are the young designers dressing your favourite pop stars These are the young designers dressing your favourite pop stars
These are the young designers dressing your favourite pop stars
Riri Enninful and brother Skip model summer’s hottest dog accessories Riri Enninful and brother Skip model summer’s hottest dog accessories
Riri Enninful and brother Skip model summer’s hottest dog accessories
“The most direct way to engage people would be to put them in the paintings”: Michael Armitage on his exhibition at Palazzo Grassi “The most direct way to engage people would be to put them in the paintings”: Michael Armitage on his exhibition at Palazzo Grassi
“The most direct way to engage people would be to put them in the paintings”: Michael Armitage on his exhibition at Palazzo Grassi
From sun-soaked Positano to sea-front Greek hotels, these are the must-visit European escapes of summer 2026 From sun-soaked Positano to sea-front Greek hotels, these are the must-visit European escapes of summer 2026
