A tribute to Northern California and vintage discoveries: Before Emma Chamberlain became an internet sensation, she spent her childhood in the picturesque northern part of California, also the home of Levi’s since 1853®. The brand and Emma join creative forces in a new collection paying homage to their roots, featuring legendary sequoias, the vast Pacific Ocean, and the nature in between. The limited edition collection comprises versatile, nostalgic, and cozy looks inspired by Emma’s favorite vintage finds.

The collection includes six items in earthy tones, soft fabrics, and prints inspired by nature. The tops feature a vintage-inspired lined boxy jacket with a classic collar and a slightly tailored fit; a colorful yet relaxed mockneck sweater with bell sleeves and custom buttons with a woodland vibe; and a sleeveless fitted knit top with a pine tree design. In addition to tops, the collection includes a purple-blue midi skirt with a frayed waistband and hem; a red-orange relaxed fit pants with slightly tapered legs; and, of course, a 501® Original in a brown color with a laser-cut tree ring design.

“The Levi’s® team gave me a lot of flexibility and brought my ideas to life,” Emma said. “The collection is nostalgic, outdoor-inspired, and timeless. I was inspired by the fact that Levi’s® and I both come from the San Francisco area. That’s why I focused on what makes Northern California so special. All the pieces remind me of items I would immediately notice in a thrift store. My goal was to create classic silhouettes that you can wear for the next ten years without getting tired of them.” 

In addition to collaborating with Levi’s® design team to develop the collection, Emma was the creative director of the campaign, which was shot in the diverse nature of Northern California, from the green Redwood National Park to the misty cliffs overlooking the Pacific Ocean, these idyllic locations helped bring the collection to life.


“The creative process with Emma was very organic – she had a strong vision for her collection,” said Karyn Hillman, Chief Product Officer at Levi Strauss & Co. “In addition to paying tribute to the picturesque nature of our shared home in Northern California, these pieces embody coziness and ease. It was a pleasure to work with Emma and see this collection and campaign come to life.”