JD Official | September 27, 2022

JD x Levi’s: New Icons Take Stratford!

As part of the latest New Icons campaign, JD linked up with Levi’s for a takeover of our Westfield Stratford City store in London.

Celebratin’ all things music, culture and denim, we invited some of our fave musical artists to join us and gave you guys the chance to win a spot, too!


Hosted by TV and Radio presenter Yasmin Evans (@yasminevans), here’s how the night went down!


JD x Levi’s @ Westfield Stratford City

When they arrived, our excited guests were given a JD x Levi’s wristband and a choice of tote bag they could then customise. With a range of patches, fonts and colours for their initials, they could level up their tote however they liked!


Our branded photobooth was a huge hit, too! Everyone got the chance to have a quick snap with their plus one, which they could post to their socials using the hashtag #liveinlevis!


Once everybody had then taken their seats, it was time for the first guest to take to the stage, the incredible Sinéad Harnett (@sineadharnett)!


Yasmin introduced her and they both sat down for a Q&A. Sinéad talked all about her upbringing and growing up in London. She discussed her music, what inspires her to make her songs and her favourite experiences as an artist.


Finally, Sinéad spoke about what being a Levi’s New Icon means to her and her relationship with both Levi’s and JD, including her fave ‘fits! This part included some styling advice for the guests, too!



At this point, Yasmin brought stylist Emily Moloney (@emilyrosemoloney) on stage to chat all things Levi’s and fashion! Emily and Sinéad then picked out different ‘fits for different occasions, including a ‘chill day’ look and a ‘casual day out’ ‘fit for chilly days.


After they’d discussed Levi’s legendary denim in more detail, the girls invited 2 lucky audience members, one male and one female, on stage to be styled by either Sinéad or Emily. They both then designed a look based on what they thought they’d like, and the audience were asked to vote for their fave. Our gal Sinéad won and the lucky winner got to keep the full ‘fit!


Finally, it was time for some tunes! Yasmin introduced our next New Icon, Kojey Radical (@kojeyradical), to the stage and he entertained the crowd with five of his biggest hits. Everyone sang and danced around and there was a real party vibe to close out the night, with Kojey getting everyone involved in the show!


Before leaving, our guests collected their custom tote bags before heading home.


Likin’ the look of these Levi’s ‘fits? Check out the full range right here!

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