The campaign represents the latest chapter in the brand's signature Go Forth creative platform, which first launched in North America in 2009 and expanded globally in 2011. The Go Forth campaign was informed by worldwide research that shows the youth of today believe it is up to them to make a positive difference in the world.
The 2012 campaign is titled "This is a pair of Levi's." The centerpiece of the campaign is a 60-second film directed by Lance Acord that depicts individuals putting on their Levi's jeans in the morning and preparing to face the day. We watch them as they button their jeans, tuck in their shirts, get on their bikes, and head out the door, all the while repeating the mantra "You're gonna be great, you're gonna be great, you're gonna be great."
They are teachers, they are musicians, they are interns and public servants, they are young but they are determined, and they believe in changing the world by getting up every day and living their life with purpose and intent.
"As the original jeans brand, we work hard to not just design clothing, but to design clothing that somehow inspires and empowers millions of people to pursue their passion, whatever it is, with an intuitive sense that, if you're wearing a pair of Levi's jeans, anything is possible," said Mary Alderete, Global Vice President of Levi's Brand Marketing." This campaign is designed to ignite a new generation of pioneers to believe in the Levi's brand as much as we believe in them."
Levi's Fall/Winter 2012 Collection
The new 2012 Fall/Winter collection is made for those who get dressed each morning with purpose, with the intention and optimism to make a positive difference in the world.
The men's collection offers classic, yet contemporary head-to-toe looks built around refined styles with sharp clean aesthetics, tailored to perfection. The key trend for men this season is the taper - a flattering fit that sits below the waist, slouchy at the top and featuring an extended rise and a slim tailored leg.
The overall style of the women's collection is classic and refined with a clean, tailored aesthetic and pronounced femininity. The key pant silhouette for women this season is the Bootcut Skinny, which the Levi's brand has completely reinvented. Cut with grace and confidence and inspired by the skinny jean, this season will see a new take on this classic style – a sexy, modern skinny fit making you forever think differently about the Bootcut.
In addition to the Bootcut Skinny, the brand is launching a feminine tailored dress collection. These tastefully crafted garments give a subtle nod to the idea of femininity but thoughtfully leave it up for interpretation. The Levi's Dress Collection includes several new denim and non-denim dress styles in a variety of fabrications including light, effortless knits, cotton-linen, soft chambrays and a sustainable, coated Lyocell fabric.
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