Levi’s® launches “Behind Every Original” pop-up at Paragon in world-first immersive debut

Bangkok has reinforced its status as a fashion capital after Levi’s® selected Parc Paragon at Siam Paragon as the first location in the world to stage its exclusive “Behind Every Original” pop-up as a full immersive experience.

The event marks the grand opening of a pop-up series that will travel worldwide throughout the year to inspire audiences.

At the heart of the story is ROSÉ, a global superstar artist presented as a perfect reflection of the modern woman—creative and distinctly individual. The pop-up also features a special ROSÉ Playlist Listening Party, giving fans a chance to connect with her identity through music.

Another highlight is the appearance of Tracey Panek, Levi’s® brand historian and the custodian of the Levi’s® Archive—a treasure trove of data, valuable vintage clothing, historical documents, and original prototypes of legendary jeans, brought to Bangkok for display.

“Levi’s has long reflected society, driving the evolution of fashion and offering ‘freedom’ to women. In an era when women were expected to wear skirts, Levi’s created a turning point in 1918 with the launch of ‘Freedom-Alls’—a dress-and-trousers hybrid that gave women the mobility to enjoy outdoor activities and work,” Panek said.

She added that Levi’s later helped elevate denim from workwear to fashion with the launch of its first women’s jeans (Lot 701) in the 1930s. During World War II, as many women entered industrial labour, Levi’s became durable, practical clothing for women working in factories, shipyards and among female pilots. In the 1960s, she said, denim became a platform for political expression during the civil rights movement and a symbol of youth culture seeking creative self-expression.

A must-see highlight is the Levi’s® “Behind Every Original Bangkok” Women’s Capsule & Archival exhibition, presenting five standout pieces from the archive:

1. Love, Melody: Levi’s® Halter & Skirt (1970s): wearable art created by reconstructing multiple pairs of jeans in a DIY style by Sabatasso, reflecting independence and a challenge to traditional fashion boundaries.
2. Lady Levi’s® Lot 701 (1947): among the world’s oldest women’s jeans, designed specifically for the female form—symbolising a step beyond social limitations of the era.
3. Patti Smith 501® Jean (1970s): an iconic pair representing an influential female artist.
4. Beyoncé Superlow 518® Jean (2001): low-rise jeans emblematic of the Y2K era, worn by Beyoncé on stage with Destiny’s Child, reflecting confidence and bold self-expression.
5. Shakira Superlow 518® Shorts (2002): mini shorts worn by Shakira for a photoshoot, remembered as a symbol of freedom and open body confidence.

The “Behind Every Original” pop-up is open for visits and special activities from now until March 30, 2026, at Parc Paragon.