For more than 170 years, Levi’s has defined denim. Now, the brand is playing a bigger game: owning head-to-toe style beyond the blue jean.
The brief was to prove it on two of the most influential figures in style and culture: Grammy-nominated musician ROSÉ and two-time NBA MVP Shai Gilgeous-Alexander.
Our way in was prep, just not as we know it.
We loosened the codes of classic prep through unexpected proportions, irreverent styling and the distinct personal style of our two icons. Button-downs misbuttoned. Pants worn lower. Familiar staples reinterpreted with a looser attitude toward the rules.
The resulting global 360 campaign garnered billions of impressions worldwide and helped tell a new story for Levi’s: not just the brand that defined denim, but a brand with the authority to define what comes next.
Creative Director/Art Director Rajiv Lahens
Director Mel Bles
Photographer Mel Bles