Levi's

Alicia Keys

Levi's

Levi's has never had the same success with women as it has with men. The brand has struggled to grow in the fragmented, trend-driven women's jeans market.  But in 2015, with a more focused product approach and a new strategic partnership with Alicia Keys, we didn't want to just introduce a redesigned line, we wanted to introducing a new way for women to experience jeans.

THE INSIGHT

Women feel powerful in jeans. In research we heard over and over that women feel the most confident, comfortable, sexy and strong in jeans.

THE IDEA

When you are authentically yourself, you are gorgeous and powerful.