Levi’s has tapped Alicia Keys to front its latest media campaign highlighting the denim brand’s autumn line up of updated denim silhouettes, whose theme is both personalized fit by body shape and comfort. In a recent interview with the New York Times speaking to her own denim preferences, Keys said, “If it ain’t tight, it ain’t right. It’s my motto,” adding, “[Levi’s new silhouettes are] so much better because the stretch is really comfortable. You don’t have to lie on the bed to get them up. You know, I’m a very shapely woman, and often a lot of fashion does not seem to celebrate a shapely woman.”
Print ads will also include up-and-coming musicians Ryn Weaver and the Ibeyi twins. Levi’s traditionally has featured gender-neutral ad campaigns so the push to speak to women directly in a big way is a new direction for the brand.
On a side note, how are we liking Alicia’s new hair look??