MANILA, Philippines - As it launches its all-new women’s denim collection and Fall 2015 global brand campaign all over the world, Levi’s is also introducing its newest brand ambassador — global artist, multi-Grammy-award-winning singer/songwriter, producer and activist Alicia Keys (photo). The multi-hyphenated celebrity will lend her one-of-a kind voice and style to the brand for the debut of its all-new transformational women’s denim collection.
Celebrating women’s greatness in all fields, the new campaign highlights every woman’s individuality, authenticity and style.
“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 most confident, comfortable, sexy and strong in my jeans,” says Alicia. “Levi’s is for every woman… there is something for everyone… and much like music, Levi’s brings people together from all walks of life and cultures.”
The Levi’s brand will not only showcase Alicia’s unique personal style and individuality, but will also feature her powerful voice with 28,000 Days, an exclusive song that is the soundtrack of the campaign.
Alicia co-founded Keep a Child Alive (KCA), a non-profit organization that partners with grass roots organizations to combat the physical, social and economic impact of HIV on children, their families and their communities in Africa and India. Most recently, Alicia launched We Are Here, a movement that empowers the global community to tackle a host of issues and initiatives that builds a better world where all people are heard, respected, made equal and treated with dignity.
“People have been living in their Levi’s since we invented the blue jeans — experiencing all the adventures the world has to offer and expressing their own brand of authenticity and unique personal style. Alicia Keys embodies that spirit and brings it to life in such an inspiring and resonant way for women everywhere,” says Jen Sey, chief marketing officer for the Levi’s brand.
The latest Live in Levi’s campaign continues to pay homage to the iconic brand’s more than 140 years of history of being constant companions to those who wear them and love them — from rock stars to presidents, from farmers to fashion icons, and from entrepreneurs to the everyman.