Inside Levi’s Festival Experience at Primavera Sound 2025
by Adriano Batista
Levi’s transformed its role as Primavera Sound Barcelona‘s exclusive denim partner into a full-scale experience this year. Across three dedicated spaces (Levi’s® Plaza, 501® Club, and Levi’s® Warehouse), the brand built a denim-centric universe where music and personal style intersected.
The partnership peaked with Troye Sivan’s custom performance look. His handmade jeans, crafted from vintage 501® denim and accented with repurposed Levi’s® leather, blended the brand’s heritage with contemporary self-expression.
On the Levi’s® Stage, audiences discovered artists like SnowStrippers, Rigoberta Bandini, and John Glacier, musicians whose work aligns with Levi’s® approach to creativity.
Attendees could also browse exclusive Levi’s® x Primavera Sound merchandise or visit the expanded Tailor Shop to customize their denim with unique laser cuts, prints, and embroidery. This activation continues Levi’s® tradition of supporting music culture through hands-on experiences at festivals worldwide.
Check out below some of our favorite looks captured by Ángela Ibáñez at the Levi’s space:
Rombaut’s Swimwear Launches With Purpose
Primavera Sound’s Essential Artists: Six New Names Join the Can’t Do Without You Award
This summer, Jacquemus brings its French Riviera-inspired vision to the Greek islands.
adidas Originals and Sneakersnstuff (SNS) have teamed up for the fifth installment of their SNS GT II, a hybrid sneaker that combines elements from two adidas classics.
Fangs, wings, and other ways to survive. Nicasio Torres and his new paints exhibition in Palo Alto Barcelona. Somewhere between desire and dissidence, a creature with oil-painted wings and graphite claws begins to stir.
More than ever, the students of the Academy were in search for meaning and substance, which made this show a beautiful experience.
The 1990s Japanese rave scene existed in a whirl of distorted visuals, speedcore beats, and DIY rebellion.
K-Gold Temporary Gallery presents Blue Moon, a solo exhibition by Greek artist Yorgos Maraziotis, running from July 12 to August 31, 2025.
Kith and ASICS have joined forces once again for their latest Vintage Tech collection, bringing new life to classic sneaker designs for summer 2025.
Pride month is here, and to celebrate it, Cooper Koch has starred in the Calvin Klein campaign.
This year, Beach House, Kim Deal, Spiritualized, Caribou, Stereolab, and Amaia joined the growing list of recipients for the festival’s Can’t Do Without You Award.
Levi’s transformed its role as Primavera Sound Barcelona’s exclusive denim partner into a full-scale experience this year.
Rombaut’s expansion into swimwear feels less like a product launch and more like a natural progression.
Turnstile bassist Franz Lyons is the latest unexpected face of GUESS JEANS, proving the brand’s commitment to spotlighting authentic voices from music and culture.
Olivier Rousteing, creative director of Balmain, will be honored with the 2025 Couture Council Award for Artistry of Fashion.
Barcelona’s Primavera Sound just wrapped its 23rd edition with staggering numbers: 293,000 attendees across a week of music that solidified its status as a global festival powerhouse.
For its latest collection, Y-3 continues to redefine the intersection of athletic precision and avant-garde design.
This June, Casablanca opens its first flagship store on Paris’s prestigious Rue du Faubourg Saint-Honoré, a full-circle moment for founder Charaf Tajer.
Centered around the H-Street, a sneaker with track and field origins, the collection combines performance heritage with everyday wearability.
For SS25, Ace Nayman dives deep with “Aquaspacer,” a collection that combines underwater mysteries with the electric energy of rave culture.
Set in the picturesque dense woodlands in Lithuania nestled between a tranquil lake and a cool river the niche festival has been dubbed “a well-kept secret”.
The second release of the Oakley Factory Team SS25 collection introduces the Flesh Warp, a shoe that changes how movement looks and feels.
The Edward Hopper House Museum & Study Center will present Tomokazu Matsuyama: Morning Sun, a contemporary response to Hopper’s iconic 1952 painting, from June 20 to October 5, 2025.
The first day of Primavera Sound found its rhythm early at Pull&Bear’s Primavera Sound Café, a space where music, fashion, and coffee collided under the Barcelona sun.
The TEAM LOVE movement just got a sleek new addition. Julian Zigerli’s capsule collection, originally launched in crisp white, now comes in an equally cool black iteration.
ALAINPAUL unveiled its Spring/Summer 2025 campaign photographed by Marili Andre and styled by Vanessa Reid.
The Spanish brand has unveiled a sharp new visual identity, created with Milan’s Giga Design Studio, that trades familiarity for something more unsettling.
With over 350 pages of photos and writing, the book acts as a way to explore Atzori’s wide-ranging work and identity.
Nike and Fucking Young! celebrate the Air Max Dn8 in Barcelona’s hidden underworld
Burberry taps into the spirit of festival season with a new campaign that feels more like a backstage pass than a traditional fashion shoot.
Balenciaga dropped its Music | Britney Spears series, a capsule collection and musical project celebrating the pop icon.
Patta and Havaianas have joined forces for a collaboration that blends Brazilian ease with Amsterdam street culture.
