Levi's partners with Alicia Keys for new women’s collection
Singer Alicia Keys will lend her voice and style to the Levi’s brand for a new women’s denim collection and global campaign.
The Live in Levi’s campaign will showcase the Grammy winner’s powerful voice with “28,000 Days,” an exclusive song as the soundtrack of the campaign.
Levi’s new collection, touted as “transformational” by the company, has been in the making for decades. The brand invented the original blue jean in 1873, the iconic 501, and then created the first-ever blue jean for women in 1934. Levi’s has been fine-tuning its women’s jean styles ever since.
For fall, Levi’s said it pairs all this knowledge with today’s innovation and research to create a new collection rooted in the key fits, styles and details women want.
Using the latest fabric innovations and slimming technologies, advanced stretch and recovery, signature details and finishings, Levi’s said it has created the “perfect fitting” jean for each body type.
The latest “Live in Levi's” campaign continues to pay homage to the brand’s 140-plus year history of being constant go-to pieces for many – from rock stars to presidents, farmers to fashion icons, entrepreneurs to the everyman.