Levi's campaign flaunts the female body

Singapore - Levi's has launched a new ad campaign for its Levi's Lady range, which uses geometrics to highlight the wide-to-narrow and narrow-to-wide proportions that accentuate flattering silhouettes.

"This campaign brings forth two arresting looks for the season - one that's cut to flaunt the irresistible v-shape of the female torso with our high-waist wide-leg jean, and another that showcases the sexy, elongated legs with our new skinny jean. We're talking about revealing the silhouettes and complimenting sexiness in more than one way with our Levi's® Lady Style jeans and tops," Agnes Tann, strategic brand planning director for the Levi's brand, Asia Pacific Division, said.

Taking inspiration from the contrasting looks created with skinny and wide-leg jeans, the creative concept captures the play on proportions by framing the models against an authentic Manhattan background of urban buildings. The buildings are depicted canting either towards or away from the models, complementing their v-shaped silhouettes.

The print campaign was conceptualised by Bartle Bogle Hegarty (BBH) in Singapore and shot in Tribeca, New York City by German photographer Vincent Peters. It will be complemented with online and retail activities and has been rolled out across Asia.

The Levi's Lady Style Spring/Summer 2008 website will be developed by OgilvyOne Worldwide in Singapore.