Levi's teams up with UK's V&A on new exhibition

By

Cajsa Lykke Carlson

Published
Feb 26, 2016

Levi's and the Victoria & Albert Museum are starting a revolution together this autumn.

The denim giant is partnering with the V&A as part of its upcoming exhibition "You Say You Want a Revolution? Records and Rebels 1966-70." The exhibition, which will be open to the public from September 10, will look at the era-defining significance and impact of the late 1960s upon life today. It will cover areas including global civil rights, multiculturalism, environmentalism, consumerism, computing, communality and neoliberalist politics.

“The 60s were not only a defining moment in popular culture but also a period when Levi’s® was at the forefront of the generational and social zeitgeist,” said Richard Hurren, VP Levi’s® North. “With the continued influence of the 60s on culture and society today, including current fashion trends and denim in particular, we believe that our partnership with the V&A is a perfect fit and that there is no better place to showcase the art, design and performance from such a defining and prolific era.”

The exhibition will feature more than 350 objects encompassing photography, posters, literature, music, design, film, fashion, artefacts, and performance that defined the counterculture. The sound experience for "You Say You Want a Revolution" will be provided by audio specialist Sennheiser, and music will play a key role in the exhibition.

Fashion pieces to look our for include an Ossie Clark costume for Mick Jagger, and the suits worn by John Lennon and George Harrison on the cover of "Sgt. Pepper’s Lonely Hearts Club Band."

“We’re thrilled to be working with Levi’s® for the first time and grateful for their support. The brand, which has such resonance with many of the cultural and social changes taking place during the period covered by the exhibition, is a very fitting sponsor.” said Martin Roth, Director of the V&A.

Last year, the V&A put on the hugely successful "Savage Beauty" exhibition about Alexander McQueen, and the museum is known for its fashion exhibitions.