Levi’s at Primavera Sound 202512 Images
Barcelona’s Primavera Festival started out as a small, IYKYK festival in 2001, but just a few years later started drawing in behemoth headliners like Nick Cave, Erykah Badu, My Bloody Valentine, and loads more. Now, over 20 years on, it’s one of Europe’s biggest hitters, drawing in crowds from across the globe who dance until the sun comes up in the concrete expanse of the Parc Del Fòrum before stumbling to the nearby beach to come down from the night before (and then do it all again three times over).
With a bunch of big-name sponsors now helping to bring the week-long event to life every year, among them this time was legendary denim label Levi’s, which took over a little corner of the festival with its own stage and comfy chill-out area, which was ideal when you just wanted a breather between bands. Beyond that, there was also the Levi’s Warehouse and the 501 Club to check out. Here’s everything that went down when Levi’s landed at Primavera Sound 2025.
Headliners Charli xcx, Chappell Roan, and Sabrina Carpenter might have been wildly emblematic of Primavera’s recent evolution, but there were plenty of stages where underground and upcoming acts still reigned. Case in point was the Levi’s Plaza stage, where John Glacier kicked things off with a woozy set that took place just as things were beginning to cool down on day one. Up next were Floridian noisemakers Snowstrippers, who rampaged through a tinnitus-inducing set as night began to fall. Dropping bangers like “So What if I’m a Freak” and “Just Your Doll”, naturally the duo were kitted out in full denim looks.
Levi’s guests got a taste of the AAA life as the brand took over a plush space where the headliners usually hang out between sets. With the back of the main stage looming over them, editors, content curators, off-duty musicians and more gathered together for a big pool party, downing Aperol Spritzes and beers by the water and taking the odd dip in a bid to get rid of their hangovers – sleep is a pretty rare commodity at Primavera if you’re intent on seeing the likes of Danny L Harle drop 00s club bangers as the sun comes up, so it was pretty chic to have a dedicated place to hang out for an afternoon.
…out in Levi’s denim, what did you think I meant? The birthday boy singer joined forces with Charli xcx to revive their Sweat tour set on the main stage, with Charli stepping out in a cheeky “Puta” baby tee by Luis De Javier and a bunch of bum-flashing R&M Leathers looks. Mixed in with Sivan’s signature harnesses and singlets was a pair of custom 501s – the ultimate classic – as commissioned by his stylist Marc Forne.
Levi’s is intrinsically linked to music – from the slim fit-favouring rockers of the 50s, to the grunge movement of the 90s, to the cut-off Daisy Dukes favoured by 00s pop girlies like Britney and Christina, the denim brand has kitted out countless musicians. This moment at Primavera hammered home those ties, and landed just after the brand dropped a series of band tees dedicated to Sonic Youth, Blur, and a recently reunited band you just might have heard of.
Click through the gallery above for a look at Primavera 2025.
