Levi's wanted to go back to basics, and it did so with oil and soil.

To launch its Spring/Summer 2012 collection, Levi's threw a party for an invite-only audience at The Arena, Clarke Quay, on Wednesday.

A line-up of bare-bodied and well-greased models reminded the people what this denim brand embodies - edginess and individualism.

It was a hit. The excitement on stage clearly extended to the audience members, who were screaming and clapping as the models took their places on stage.

Freedom

Ms Shilpee Mishra, a finalist for The New Paper New Face 2011 and winner of the subsidiary title Miss Levi's Lady Award last year, said: "Levi's brings across a message that you can be yourself while embracing both independence and freedom. The models selected also clearly represented Levi's as a rugged and interesting brand."

When asked who her favourite model for the show was, the 21-year old excitedly declared that "the girl with the afro was her favourite. I really like her look!"

Mr Derrick Siu, a Power 98FM presenter, was clearly impressed by the number of high- quality models.

Whipping out his phone to show the pictures he took, he agreed that this was a high-standard show.

Said Mr Siu: "It was pretty good and the outfits looked fantastic."

The audience was also treated to a exhibition of photos shot by fashion photographer Mark Law and styled by five local stylists, such as Johnny Khoo and Jeremy Tan, with clothes from the latest collection.

The clothes are now available at all Levi's stores.

This article was first published in The New Paper.