The Levi's® Brand Partners With Alicia Keys To Launch An All New Women's Jean Collection

Global Campaign Celebrates Individuality, Authenticity and Style

Jul 08, 2015, 17:13 ET from The Levi's(R) brand

SAN FRANCISCO, July 8, 2015 /PRNewswire/ -- Today, the Levi's® brand announces the launch of its all new women's denim collection and Fall 2015 global brand campaign. The campaign, built around "Live In Levi's®", features global artist, multi-Grammy award winning singer/songwriter, producer and activist, Alicia Keys who will lend her one-of-a kind voice and style to the Levi's® brand for the debut of an all new transformational women's denim collection.  The Levi's® brand will not only showcase Keys' unique personal style and individuality, but will also feature her powerful voice with "28,000 Days," an exclusive song as the soundtrack of the campaign.

"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 the most confident, comfortable, sexy and strong in my jeans," says Alicia Keys. "Levi's is for every woman...there is something for everyone...much like music, Levi's brings people together from all walks of life and cultures."

For more than 80 years, women have been wearing Levi's® to feel confident and strong, to express their own brand of originality and personal style.  And for 80 years, the Levi's® brand has obsessed over making the perfect pair of jeans for women. The brand that invented the original blue jean in 1873—the iconic 501®—then created the first-ever blue jean for women in 1934, revolutionizing women's fashion forever. Eight decades have taught Levi's® a thing or two about a woman's body: how to enhance her shape, the styles she wants to wear and the details that transform a good jean into the perfect jean.

For Fall 2015, Levi's® has harnessed all of this knowledge, paired with the innovation and relevancy of today and painstaking research with fans across the globe to create a transformative women's jean collection rooted in the key fits, styles and details that women want. Utilizing the latest fabric innovations and slimming technologies, the most advanced stretch and recovery, signature authentic Levi's® details and world-class finishing, Levi's® has created the perfect fitting jean for each body type.

Alicia Keys needs little introduction.  She's a timeless talent with an authentic voice and style, making her a perfect match for the Levi's® brand. She's won countless awards since her debut in 2001, but it's her soulfulness and authenticity that has made her a global icon and revered philanthropist and spokesperson for the causes she believes in. She seeks to inspire and connect with her fans through her powerful and honest voice.

"People have been living in their Levi's® since we invented the blue jean. Experiencing all the adventures the world has to offer, expressing their own brand of authenticity and unique personal style. Alicia Keys embodies that spirit of the brand and brings it to life in such an inspiring and resonant way for women everywhere," said Jen Sey, Chief Marketing Officer for the Levi's® brand. "We are so proud to launch our new women's denim collection with Alicia. She truly represents what the Levi's® brand is all about."

The latest "Live in Levi's®" campaign continues to pay homage to the iconic brand's 140+ year history of being constant companions to those who wear them and love them—from rock stars to presidents, farmers to fashion icons, entrepreneurs to the everyman. The campaign spans digital and social platforms, TV, cinema and print globally, aiming to deeply engage and activate consumers through real-life and virtual events, as well as mobile and in-store experiences. All creative captures the spirit of the iconic Levi's® brand that has always been an embodiment of the events of its time.

How do you "Live in Levi's®"?

#LiveInLevis

#LadiesinLevis

ABOUT THE LEVI'S® BRAND

The Levi's® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi's® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi's® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi's® brand, its products and stores, please visit levi.com.

ABOUT LEVI STRAUSS & CO.

Levi Strauss & Co. is one of the world's largest brand-name apparel companies and a global leader in jeanswear. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi's®, Dockers®, Signature by Levi Strauss & Co.™ and Denizen® brands. Its products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites and a global footprint of approximately 2,800 retail stores and shop-in-shops. Levi Strauss & Co.'s reported fiscal 2013 net revenues were $4.7 billion. For more information, go to http://levistrauss.com.

ABOUT ALICIA KEYS

Alicia Keys is a 15-time Grammy® Award-winning singer/songwriter/producer, an accomplished actress, a New York Times best-selling author, an entrepreneur and a powerful force in the world of philanthropy and in the global fight against HIV and AIDS.  Keys burst onto the music scene in 2001 with the release of her monumental debut album, songs in A minor, and has since built an unparalleled repertoire of hits and accomplishments with more than 30 million albums sold worldwide.  Keys became the first female R&B artist to have three consecutive #1 album debuts on the Billboard 200 album chart.  She has received other honors including, eleven Billboard Music Awards, five American Music Awards, three World Music Awards, three MTV Video Music Awards, three MTV Europe Awards, two Nickelodeon Teen Choice Awards, three BET Awards, fourteen NAACP Image Awards, seven Soul Train Music Awards, two Soul Train Lady of Soul Awards, two People's Choice Awards, and one my VH1 Award. 

Outside of music, Keys is a devoted and influential philanthropist.  She 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.  Keys serves as the voice for KCA and the cause, which currently provides financial and programmatic support to nine innovative, community-based responses in Kenya, Rwanda, South Africa, Uganda and India.  Since 2003, it has raised over $50 million and has directly impacted the lives of over 300,000 people.  Most recently Keys launched We Are Here, a movement that empowers the global community around a host of issues and initiatives building a better world where all people are heard, respected, equal and treated with dignity.

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SOURCE The Levi's(R) brand



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