In April 2021, Levi’s Strauss & Co launched a campaign called "Buy Better, Wear Longer” which aims to raise awareness on global clothing consumption by encouraging consumers to consider their apparel choices and wear each item longer.The experience with the project taught her to work with limited resources.
As part of the campaign, Levi’s partnered with students from the School of Fashion in a project to upcycle denim jeans and present the final designs in the form of social content. In the process, students learn to develop essential skills in response to real world seasonal trends, timelines, project management and business communications.
Leeanne O'Donnell, a student from Diploma in Creative Direction for Fashion, responded to the brief with her own rendition of Riot Grrrl, a subculture in the early 1990s. Her experience the project taught her to work with limited resources. She also learned to craft her own style while being inspired by other designers. “This project offers students an opportunity to network with industry professionals also while providing exposure for our work,” said Leeanne.