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HIPSTERS SCENE: Levi’s on Thursday night transformed the basement of its new flagship store on the Champs-Elysées into a nightclub, with French electro DJ-producer Pedro Winter and American musician James Murphy serving up thumping electro beats. Skinny jeans was the main dress code, with young guests roaming around the denim-stacked industrial space slurping beers and eating curry bagels and hotdogs. The tailor shop in the VIP area on the site’s second floor had been turned into a bar.

Guests included Lou Lesage, Jess Mills, Poppy and Cara Delevingne and Mary Charteris, who was dressed in a vintage floral print frock paired with a trucker jacket exclusive to the Paris store from Winter and Murphy’s limited-edition line for the brand. “I feel like I’m in New York,” enthused Charteris, adding that she loves mixing up Levi’s pieces with other stuff. “My aunt [Daphne Guinness] only wears white jeans, she never wears [blue] denim. She should, I’m sure she did when she was my age,” she said.

This story first appeared in the May 14, 2012 issue of WWD. Subscribe Today.

“We are taking more risks from a fashion viewpoint,” commented Erik Joule, the brand’s senior vice president of global merchandising and design. Levi’s intends to take a more refined point of view with a collection set to launch this summer made from Scottish Harris Tweed, he said

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