We are 501®

Leveraging on the success of the previous season’s Live in Levi's campaign, spring/summer 2016 campaign focused on the classic Levi’s 501 and 501CT line. A print campaign featured KOLs from different backgrounds to reinforce the brand's universality: Cody Wise, an American recording artist singer/songwriter; Vincent Lacrocq, half of a French directing duo; YouTubers and former 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.

We are 501® campaign development

Three directions were explored for the campaign with each focusing on a different aspect of celebrating individuality. 

UNITED, WE STAND APART
There’s a pair of Levi’s made for every one of us. United by our differences, set apart by our experiences, 501’s let us be ourselves without being alone. This concept celebrates individuality—we can belong with someone without belonging to anyone. Together we live in Levi’s. And united, we stand apart.

THE NEW ORIGINALS
Like nature, spring is a time for fashion transformation, evolution and reinvention. Acknowledging Levi’s historical invention of the first pair of blue jeans and its strong ties with music culture, 501s are portrayed on influencers such as Georgia May Jagger and Charlotte Gainsbourg, whose famous musician parents rocked the same jean in their youth. 

We are 501® design development