Lee celebrates 125 years of Denim Mastery and Purposeful Design
Posted On May 20, 2014
The activity center of Glorietta Mall in Makati transformed into fashionable place as Lee celebrated its 125 years of Denim Mastery and Purposeful Design and launched its 125th Anniversary Archive Exhibit.
Hosted by Kim Jones, the anniversary special event was attended by famous personalities and celebrities, members of the press, bloggers, online community, friends from Lee Jeans Philippines, among others.
Spotted in the event were Miss International 2014 Bea Rose Santiago, Asia’s Next Top Model Finalist, Jodilly Pendre and actress-host Magie Wilson.
The iconic American jeans brand showcased its 125 years of craftsmanship, innovation and purposeful design. It also presented a video how the brand created history in ways that we see, wear and experience denim now.
After the video presentation, the award winning dance group, Philippine All Stars performed on stage with their smashing dance act. After that, models walk in the runway, wearing the latest collection of the brand. Some of the models were wearing customized denim clothes.
To celebrate Lee’s 125 years of inventing functional fashion, the “Lee Archive Tour”, was created- a curated collection of iconic Lee pieces-to tour around the Asia Pacific region starting with Beijing, Japan, the Philippines, India and Australia.
The archive tour is curated by Lee Historian, Jean Svandlenak. She guided as to two-storey contemporary metal-and-wood structure, which was really eye-catching. We’re welcomed with 125 limited edition “Buddy Lee” dolls wearing customized and shrunken to proportion 101+ denim replicas- complete with miniature hardware and stitch detail.
“Buddy Lee,” 92 years old and cherubic faced as ever is the brands mascot and has been since 1922. In the earlier days, Buddy was used as an advertising product a convenient travelling tool to showcase new styles but now he’s more of the brand’s symbol of heritage and an endearing for Lee.
The whole tour was really informative. We saw 27 historic Lee items collected from different parts of the world representing the historic timeline of Lee Jean’s purposely design. Svandlenk showed as well the woman’s Union –All from 1918 which is the most vintage in archive.
Inside the archive exhibit, it also showcased some of the stunning creations of Filipino artists. There’re denim pants decorated with unique materials and others were designed by means of drawing and painting.
The Lee 125th Anniversary Archive Exhibit to be put as well in Robinson’s Place Ermita and SM Mall of Asia.
Aside from the Archive Exhibit, Lee announced also its collaboration with international celebrated and profilic Japanese photographer Noboyushi Araki.
The Lee Archive Tour, Philippine leg will run from May 19-May 30 culminating in the SM Mall of Asia Atrium in Philippine Fashion Week Holiday 2014. See more stories and share Lee Jean’s anniversary at www.lee125.com