Though it’s celebrating its 130th anniversary this year, Lee Jeans are far from old news.
On Thursday, the brand kicked off its Fall/Winter 2019 #LIVEboldLEE campaign at Milk Studios in New York City. The digital-focused campaign features six celebrity brand ambassadors, many of whom were in attendance at the event.
The campaign highlights three of the brand’s collections: Lee Vintage Modern, a line of throwback statement pieces promoted by musician Mark Ballas, fitness expert Ally Love, and E’s red-carpet correspondent Zanna Roberts Rassi; Shape Illusions, a size-inclusive collection that features style editor Bobbie Thomas and blogger and skincare expert Katie Sturino; and Lee MVP, a line of performance fabrics featuring professional lacrosse player Rob Pannell.
“This campaign is really exciting, as it’s bringing Lee to the forefront,” Starr Dees, Lee brand marketing manager, told Rivet. “Welcoming brand ambassadors who share our values helps us capitalize on our true heritage, and this event is the perfect way to kick off awareness.”
Lee has worked with brand ambassadors in the past. In April, Lee partnered with Brooklyn-based influencer Dylana Lim Suarez to promote its spring Vintage Modern collection. The partnership was shared across Instagram and allowed the heritage brand to tap into Suarez’s large social following.
The New York City event centered around jean jackets from Lee’s European and Vintage Modern collections, which were available for live custom laser enhancements. The men’s Sherpa Rider Jacket retails for $146, and women’s Vintage Modern Loco Chore Jacket, $98.
Lee’s Fall/Winter 2019 collections are set to launch in September. The #LIVEboldLEE campaign will run through December.