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Live In Levi’s Campaign

Real Life Moments Used To Create Video

Levi Strauss & Co turned to its wearers to create the brand’s latest global campaign. The denim giant has produced a video inspired by real life stories which fans submitted, having occurred while wearing the range of jeans and jackets. Directed by Fredrik Bond, who has previously worked alongside Shia LaBeouf, Rupert Grint and The Inbetweeners’ James Buckley, it features clips from first dates and firstborns to rodeos and road trips. According to a statement the Live In campaign, to be used across digital, social, TV, cinema and print platforms, aims to “bring these moments to life and celebrates individuals who are living and having fun in their Levi’s”. The label’s chief marketing officer, Jennifer Sey, also added: “We’re celebrating the eternally optimistic spirit and iconic product that make the Levi’s brand great and forever relevant.” The American firm, founded in 1853, is sold in over 100 countries worldwide through around 2,800 outlets made up of standalone stores, department retailers, concessions and its e-commerce site. Products featured in the video include the Levi’s 501 original and 511 slim jeans, western shirt and Trucker jacket. All three are available to buy in stores and online now. Prices start from £50 for shirts, £70 for jeans and £80 for jackets.

Live In Levi’s Campaign

Luke Todd

As FashionBeans deputy editor, Luke Todd is tasked with filtering through the latest from the worlds of fashion, grooming, fitness, technology and lifestyle to deliver an indispensable edit of the most stylish stuff. Along with working on the site since 2009, he has written for leading titles such as ShortList, Drapers and GQ Style Germany and has consulted for brands including Bulldog Skincare and James Harknett.