As a style (and pastels) lover, when Levi’s Fresh RFP came across my desk, I saw a chance to show people how to get fresh and feel good by helping them understand the value of their clothing and strengthen their relationships with the environment. To spotlight the fashion line, crafted with plant-based and eco-friendly dyes, I wanted to go right to the people who would truly eat this up! First, we handpicked influential voices deeply committed to sustainability, forming a council that echoed Levi’s eco-conscious ethos. Then we produced a unique first-to-market opportunity, bringing fresh produce and Levi’s to Smorgasburg for the FIRST time ever. Paired with top-performing social formats, we shaped a new Levi’s narrative for the fashion and style girlies. This all was alongside a partnership with LA Farmers Fridge to minimize waste, ensuring we delivered on intentionality as well.