The style of Baggy and Loose fits has been immensely influenced by famous hip-hop artists expressing their unique style. In the Netherlands, the Dutch hip-hop scene is very rich with new and emerging talents being recognized on a global scale. One of the platforms that truly celebrates hip-hop is Complex. oona therefore collaborated with Complex to curate a list of 6 Dutch artists who performed during the three consecutive sessions of Tailored Thursdays.
An incubator for immersing talents in the hip-hop scene
For the first edition, we introduced the new Levi’s® collection focusing on hip-hop. The lineup featured Jiri11, known for his diverse musical talents, Reanny, a rapper championing female empowerment, and DJ Claire Lyons, who blends Caribbean and Afrobeat influences. In advance of the event, we invited over 40 key opinion leaders and creatives to pick out an outfit to wear during the event: Double Denim was the unspoken dress code.
The second edition highlighted soulful R&B and included customization booths where attendees could personalize their attire. The event featured Gaidaa, an artist known for her unique sound, Kaya Imani, a rising R&B talent, and Nathifa Efia, a DJ with a focus on empowering female-friendly music.
Engaging and expanding the Levi’s® Community
To amplify the voices of these artists, we produced a series of content videos featuring the artists’ vision on their music progress, their style, and how they want to shape their future endeavors. These videos were shared on the artist pages and in long-read articles by Complex.
Additionally, the performing artists and Complex ran giveaways on their accounts, inviting their followers to the event, not just the existing fans. By leveraging Complex's platform, we reached diverse audiences interested in music and streetwear.
Special thanks go out to Karim Afifi, whose role as a Creative Curator, was crucial in ensuring authenticity and connecting with the right communities, enhancing the project's credibility in the hip-hop scene.
A dynamic fusion of creativity
Tailored Thursdays wasn't just about showcasing denim but about curating an experience that resonated with Amsterdam's vibrant cultural landscape. Our vision was to create an event series that celebrated fashion, music, art, and community, bringing together diverse voices and perspectives in a dynamic fusion of creativity.
These events not only provided emerging Dutch hip-hop artists with a platform to showcase their talents but also fostered authentic connections among attendees. The vibrant atmosphere and immersive experiences offered at each Tailored Thursday left a lasting impression, igniting a sense of excitement and engagement within the local community that increased with each edition.
Levi’s® reinforced its position as a cultural icon, while oona and Complex demonstrated their ability to curate unforgettable experiences that resonate deeply with audiences. As a result, Tailored Thursdays became more than just events; they became moments of inspiration and connection.
