Levi's snags Alicia Keys for its latest campaign [VIDEO]

Levi’s has launched its new women’s denim collection and Fall 2015 global brand campaign.

The campaign, built around the “Live In Levi’s” theme, features singer Alicia Keys. Keys. Keys lends her voice and style to the Levi’s brand for the debut of its new women’s denim collection. The Levi’s brand will not only showcase Keys’ personal style and swagger, but will also feature her powerful voice with “28,000Days,” an exclusive song as the soundtrack of the campaign.

The latest “Live in Levi’s” campaign continues to pay homage to the iconic brand’s 140 year history. The campaign spans digital and social platforms with the hashtags #LiveInLevis and #LadiesInLevis, TV, cinema and print globally, aiming to engage and activate consumers through real-life and virtual events, as well as mobile and in-store experiences.


"Alicia Keys embodies that spirit of the brand and brings it to life in such an inspiring and resonant way for women everywhere,” Jen Sey, chief marketing officer for the Levi’s brand said.

Levi’s invented the original blue jean in 1873—the iconic 501—then created the first-ever blue jean for women in 1934, revolutionising women’s fashion. For Fall 2015, Levi’s has created a transformative women’s jean collection focused on the key fits, styles and details that women want.