/ ONE GENDER Levi’s is my topic of choice. Their image is built upon individuality and self-expression. My idea is to remove all other existing elements currently connected to Levi’s and focus on the newer generations of China, who’s signature characteristic is the blurred lined between genders. The unisex trend has emerged in China within the passed few years due to the strong influence of Japan. I would like to utilize this concept as a basis for the construction of Levis’ new image.