Welcome to the new Independent website. We hope you enjoy it and we value your feedback. Please contact us here.


Denim brand Levi's launches a global online community

Denim label Levi's has launched ShapeWhatsToCome.com, a global online community where young women around the world can connect with peers and mentors to seek advice. The social media initiative debuted in the United States, Japan and the UK on October 18, and allows users to connect with 20 Levi's ambassadors.

The ambassadors range from up-and-coming artists to 20-something entrepreneurs. They include the likes of Tammy Tibbetts, 24, founder of She's the First, which harnesses social media to fundraise for girls' education in the developing world, and photographer Lauren Dukoff, 25, who has filmed stars like Lady Gaga and Beyoncé. The ambassadors will post blogs and webcasts on the community webpage on how they achieved their goals and became as successful as they are today.

The site is interactive so users are encouraged to create profiles describing their future goals and list their professional experience. They can also tick a box to indicate whether they'd like to connect with an ambassador involved in design, film, animation, photography, education or entrepreneurship.

On why the online community will specifically target Millennials (ages 25-29), Levi's VP of Global Women's Marketing Mary Alderet said, "Today young women face more opportunity in their twenties than any other generation of women before them. It's important we understand their mindset and their cultural and societal impact." ShapeWhatsToCome.com is intended to become, in Alderet's words, "a global platform of women coming together to share, inspire, grow and shape their lives."

ShapeWhatsToCome.com may be the latest social web tool to be launched by a jeans company, but it's not the first. In 2007, Italian label Diesel rolled out a similar initiative to promote its Fall/Winter 2007 Collection when it set up the Denim Dating service, a fully-functional dating website that allowed users to post personal ads that were advertised on the homepage of Diesel.com. The service is now defunct.

ShapeWhatsToCome.com: http://en.shapewhatstocome.com/