Leveraging on the success of the Live in Levi's campaign, spring/summer 2016 focused on the classic 501 and 501CT line. A print campaign featured KOL's from different backgrounds to reinforce the brand's universality: Cody Wise, a young American singer; Vincent Lacrocq, a French male model; Vine stars, Arielle Vandenberg and Matt Cutshall and Lucy Williams, an English fashion editor and trendsetter. As leaders of this new generation, they represent confidence, optimism, global connectedness and above all, originality.