Levi’s Partners With 6 Rising Musicians And Encourages Fans To Share Their #LiveInLevis Style
Venerable jeans brand Levi's continues its hip, street-smart campaign positioning its clothing as a lifestyle brand for the next generation.
In full-on Millennial Hipster mode, Levi’s, with help from AKQA, has followed up the July launch of its Alicia Keys women’s denim collection by extending its Live in Levi’s Project with a content destination featuring five rising musicians.
On the site, musicians Kurt Vile, the twin sister act Ibeyi, Benjamin Booker, Kavka Shishido and Ryn Weaver showcase their styles and aspirations. Visitors are encouraged to demonstrate how they’re making strides in Levi’s with user-generated content that’s hashtagged #LiveInLevis.
Visitors to the site can click into each individual musician’s collection of content, which includes performance videos, quotes, photos and views of life; all of them are, of course, interspersed with ads for Levi’s clothing.
Here’s a video overview of the project:
The brand is promoting the project on Facebook and Twitter.
Alicia Keys is promoting her involvement on her Facebook page:
The brand kicked off its Live In Levi’s Project last summer by highlighting the lives of Sleigh Bells singer Alexis Krauss, tattoo artists, barbers and street-style star Julia Sarr-Jamois. That effort offered viewers the ability to click to buy whatever struck their fancy as they viewed vignettes of those who “live in Levi’s.”
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