Rikke Korff: The denim guru

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Rikke Korff, design director for Levi's Red and Levi's Vintage Collection, is the woman credited with salvaging the clothing brand.

Over the past two years, she's reinvented it with her inspired Twisted denim design and the edgy Red collection. Perhaps more importantly, she's widely recognised as having reconfirmed Levi's once-flagging status as a design innovator.

Korff says that her job involves 'directing and shaping ideas so that they're on message. Tough and sexy and jeans-y. Authentic and simple.' The 31-year-old completed a degree at the Danish School of Design but abandoned a postgraduate course when Levi's offered her a job eight years ago. She says much of her inspiration comes from the company's heritage. 'I always start with our history. I am truly a Levi's girl.' Beyond the archives, she also travels the world, stalking international denim trends, though she doesn't especially endorse the opinions of 'cool-hunters' - hired consultants whose business it is to observe the young and spot street-generated trends. 'They're useful to check your opinions against, but I wouldn't rely on them. You need to experience things yourself.'

Korff's prediction for future design trends is, unsurprisingly, denim-focused. 'It's pretty clear that we're moving towards an anti-fashion mood,' she says. 'The emphasis will be on iconic products, pieces that have an identity of their own - that don't need a fashion spin. Jeans will become even more important than they are now.'

 

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