How denim revolutionised the festival season

The arrival of the festival season offers a clear glimpse into the main trends of the summer each year. With Coachella having kicked off the festivities last month, early signs suggest that this year, there is one word echoing everywhere: denim. More than just a style choice, the massive comeback of denim at festivals marks a shift away from the glittery, crochet, and boho aesthetics that had dominated the past decade, aligning perfectly with the country trend of recent years. Shorts getting even shorter, oversized jackets, deconstructed trench coats, and baggy jeans flooded the Californian desert, turning the festival aesthetic into something far more functional and direct. Whereas in previous years Coachella often served as a showcase for elaborate and sometimes caricatured looks, 2025 has put the spotlight back on basic, no-frills garments: white tank tops, baseball caps, dusty sneakers, and above all, denim in all its forms. Denim has always been the unofficial uniform of festivals, worn for its durability, adaptability, and symbolic weight. It tells a story of freedom and personal expression that fits perfectly with the atmosphere of major musical gatherings. From the ripped jeans of the first editions of Woodstock to the worn-out denim jackets seen at punk concerts in the '80s, to the cut-off shorts of the '90s — every generation has reinterpreted denim in its own way, making it a key piece of its cultural imagination.

It is no surprise, then, that in this moment of redefining festival style, denim has reclaimed center stage. While glitter, sequins, and Instagram-worthy extravagance once dominated, today's approach feels more authentic, closer to the idea of “functional coolness” that has made denim a timeless symbol. Adding further momentum to the trend, Beyoncé announced on April 14 the launch of Refrigerator, her third collaboration with Levi’s®. The collection reinterprets some of the brand’s most iconic pieces, including baggy jeans, shorts, and denim jackets. At a time when festival fashion is favoring simplicity over theatricality, Beyoncé and Levi’s ® have perfectly captured the 2025 mood, offering pieces that work both on stage and off. Meanwhile, across the Atlantic, Levi’s ® is preparing for one of Europe's biggest music festivals, Primavera Sound in Barcelona.

In this essential blend of history, fashion, and art, the world’s most iconic denim brand officially kicks off the summer season with a special event scheduled for May 20 at the Levi’s ® Store in Rome in Via Cola di Rienzo, 170. For the occasion, street artist EMANS 91 — a native of the capital known for his visual language that blends graffiti, pop culture, and urban references — will unveil a series of exclusive works created on customized Levi’s ®. pieces. A creative reinterpretation that transforms the brand's iconic denim into contemporary art pieces. The activation culminates in a series of custom looks specially developed in collaboration with nss edicola, returning to Rome for the third official takeover of Roma 6 Unica. Until June 5, the pop-up at Piazza Testaccio will host a special selection of the new Romanissime collection, a line inspired by the authentic, direct, and expansive spirit of the capital.