Pacific Islander designer Cherish joins Levi’s and Michelle Yeoh to bring Fijian-inspired denim to a global audience for AAPI Heritage Month.

When Cherish Prasad was a boy in the coastal town of Savusavu, Fiji, he would sit beside his mother as she sewed, watching her hands move with care and precision. “My mother was my first muse,” he recalled. “She made even the simplest fabric feel special.” That early exposure to creativity and craftsmanship set Cherish on a path that would take him from his island home to the runways of the Pacific and, now, into a groundbreaking collaboration with Levi’s and Michelle Yeoh for the “Threads of Heritage” campaign.

Cherish’s journey into fashion began in earnest as a teenager. In 2013, while still a student at Savusavu Secondary School, he entered Fiji Fashion Week’s national student designer competition — the first from his hometown to do so. “I just wanted to see what was possible,” he said. “I never imagined it would lead me here.” Winning the competition in 2014 was a turning point, and by 2015, he had launched his first full collection, operating his brand, Cherish Designs, through social media and local boutiques.

His early work was defined by a blend of Fijian and Indian motifs — a nod to his multicultural heritage — and a willingness to experiment with silhouettes and prints. “My designs are always a conversation between where I come from and where I want to go,” Prasad explained. “There’s a lot of tradition in Fiji, but there’s also a hunger for something new.”

For Cherish, fashion is more than just clothing — it’s a way to tell stories. His collections often draw on the lush landscapes of Savusavu, the intricate patterns of tapa cloth, and the vibrant colors of Fijian festivals. “I see my culture as a living being,” he said. “It’s not static. It grows and adapts, just like I have as a designer.”

That philosophy came through in his 2019/2020 collection, which featured flamboyant evening gowns and, for the first time, his own custom print. “That print was my signature,” Prasad said. “It was personal, a mix of Fijian and Indian elements, and it helped me stand out.” Cherish’s willingness to innovate, introducing separates into bridalwear, for example, has kept his work fresh and relevant, even as he navigated challenges like supply chain disruptions during the pandemic.

This year, Cherish’s unique perspective is reaching a wider stage. As part of Levi’s “Threads of Heritage” 2025 campaign for AAPI Heritage Month, he has been tapped to help design a capsule collection that celebrates Pacific Islander artistry within the global denim icon’s framework. The collaboration, which also features Oscar-winner and United Nations Goodwill Ambassador Michelle Yeoh, is a testament to the growing recognition of Pacific voices in fashion.

For the campaign, Cherish has reimagined classic Levi’s pieces — 501 jeans, trucker jackets and Western shirts — infusing them with hand-drawn motifs inspired by Fijian flora, ocean waves and traditional patterns. “Denim is a universal language,” he said. “But when you add our stories to it, it becomes something even more powerful. I wanted every stitch to feel like home.”

The process itself was deeply collaborative. Working with Levi’s design team, Cherish incorporated not only his own heritage but also the input of artisans from Savusavu, who helped create accessories out of coconut shells and other local materials. “It was important to me that this wasn’t just my story, but our story,” he reflected.

Michelle Yeoh, who has long advocated for greater representation of Asian and Pacific Islander creatives, said Cherish’s work brings a vital energy to the project. “Cherish has an incredible gift for honoring his roots while looking forward,” Yeoh noted. “His designs for this collection are both grounded in tradition and boldly original. That’s exactly the spirit we wanted for ‘Threads of Heritage.’”

She added, “Working with Cherish reminded me how much fashion can be a bridge between cultures, generations and even continents. His pieces invite people to see the beauty in Pacific stories, and to wear that pride openly.”

For Cherish, the collaboration is more than a professional milestone: It is a chance to change perceptions. “Growing up, I didn’t see people who looked like me or wore what I wanted to wear in global campaigns,” he said. “To be able to bring Fijian and Pacific Islander design to a brand like Levi’s, and to do it alongside someone as inspiring as Michelle Yeoh, is a dream come true.” He hopes the collection will inspire young designers across the Pacific to embrace their heritage and push boundaries. “Your story matters,” Prasad urged. “The world is ready for it. And if you can stitch a little bit of home into what you create, you’ll always stand out.”

As the “Threads of Heritage” collection prepares to launch, Cherish remains rooted in the values that shaped him: family, community and a fearless sense of possibility. “Fashion is my way of giving back to the place that made me,” he said. “If even one person feels seen or celebrated because of this collection, then I’ve done my job.”

Limited-edition collaboration honors Asian American and Pacific Islander stories through iconic denim, supporting community arts and advocacy initiatives.

SAN FRANCISCO, April 27, 2025 — Levi Strauss & Co. announces the launch of “Threads of Heritage,” a groundbreaking collaboration with Academy Award-winning actress and advocate Michelle Yeoh. The campaign, debuting in honor of Asian American and Pacific Islander Heritage Month, features a limited-edition denim collection and a digital storytelling initiative celebrating the resilience, artistry and leadership of the AAPI community. 

The “Threads of Heritage” collection includes reimagined Levi’s classics-such as the 501 jeans and trucker jacket-co-designed by Michelle Yeoh and AAPI artists. Each piece features bespoke embroidery and motifs inspired by Yeoh’s personal journey and the rich tapestry of AAPI cultures. The collection will be available online and at select Levi’s stores nationwide beginning May 6.

“As someone whose story has been shaped by both heritage and reinvention, I am honored to partner with Levi’s to celebrate the diversity and strength of the AAPI community,” Yeoh said. “Our hope is that every stitch in this collection inspires pride, creativity, and connection.”

The “Threads of Heritage” campaign offers a multifaceted celebration of AAPI identity and artistry, inviting participation and engagement through several key initiatives:

• The campaign launches a dynamic digital gallery, featuring personal stories, original artwork, and video interviews with AAPI artisans, community leaders and fans from across the country.

• Levi’s encourages individuals to share their own denim stories on social media using #ThreadsofHeritage, creating a nationwide collective of experiences and perspectives.

• Select stories and artworks submitted by the public will be highlighted on Levi’s official platforms, amplifying diverse voices and promoting a sense of community.

• Special virtual events and panel discussions will be hosted throughout AAPI Heritage Month, spotlighting the impact of AAPI culture on fashion, art and society.

• Educational resources and interactive content will be available online to cultivate understanding of AAPI histories and contributions, reinforcing Levi’s commitment to representation.

About Levi Strauss & Co.

Levi Strauss & Co. is one of the world’s largest brand-name apparel companies and a global leader in jeanswear. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi’s, Dockers, Signature by Levi Strauss & Co. and Denizen brands. Levi Strauss & Co. is committed to responsible business practices and making a positive impact in the communities it serves. For more information about the “Threads of Heritage” campaign, collection details and upcoming events, visit www.levi.com/threadsofheritage.

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