Levi’s is introducing its redesigned women’s denim collection with a Fall ’15 campaign backed with the star power of singer and songwriter Alicia Keys. The “Live In Levi’s” campaign will showcase the brand’s new performance-driven women’s collection, as well as Keys’ unique style and voice with an exclusive song “28,000” as its soundtrack.
In a statement, Levi’s Chief Marketing Officer Jen Sey said, “People have been living in their Levi’s since we invented the blue jean. Experiencing all the adventures the world has to offer, expressing their own brand of authenticity and unique personal style. Alicia Keys embodies that spirit of the brand and brings it to life in such an inspiring and resonant way for women everywhere.”
Keys said, “When you are authentically yourself, you are so gorgeous and powerful. I’ve come to the revelation that I’m just a jeans girl at heart. I feel the most confident, comfortable, sexy and strong in my jeans.”
The fall line is based on feedback from wearers across the globe and focuses on fabrications, fits and styles designed to enhance women’s shape. Utilizing the latest fabric innovations and slimming technologies, advanced stretch and recovery and authentic Levi’s details and finishing, the company says it has created “the perfect fitting jean for each body type.”
The collection includes the 710 super skinny with stretch, the 311 shaping skinny, the 414 relaxed straight, the 811 curvy skinny with a waistband that prevents gapping, the button fly 500 icon series and the 310 plus shaping super skinny. It is available now on www.levi.com.
The “Live In Levi’s” campaign will span digital, social media, television, cinema and print platforms, as well as mobile and in-store experiences. It will be supposed by the hashtags #LiveInLevis and #LadiesinLevis