Levi’s taps powerhouse presenter Maya Jama and chart-topping Grammy-nominee Mahalia to front its Autumn/Winter campaign.

Since patenting blue jeans in 1873, Levi’s has grown to become the most recognisable denim brand in the whole world. Enlisting the help of Maya Jama and Mahalia, the brand hopes to shine a light on sustainability with its latest campaign, with a focus on building a forever wardrobe consisting of their timeless classics.

 

With fashion consumption and production skyrocketing in the past 20 years, Levi’s prides itself on creating clothing that only gets better with age and is meant to be passed down from generation to generation. Urging their customers to “Buy Better, Wear Longer”, singer Mahalia seconds Levi’s sentiment, with her mum instilling in her the motto when you “buy cheap, [you] buy twice.”

  • Photographer James North
  • Photographer Lou Jasmine

With a playful series of films and stills shot by London-based photographer and director Lou Jasmine, Mahalia and Maya Jama’s bond is clear, with the pair modelling Levi’s latest 70s High range while musing on their personal style, denim nostalgia, and their favourite Levi’s pieces (Maya favours the iconic 501s®, while Mahalia treasures a salvaged vintage pair she still wears to this day). Hitmaker Mahalia elaborates: “My favourite thing about Levi’s® jeans is that they are made for all shapes, sizes and ages. When I was a teenager, I loved being able to go to a shop with my friends and all of us grab a pair of Levi’s® jeans that hug all the right places and make you feel confident in yourself”.

 

The Autumn/Winter collection consists of a series of vests, tops, sweatshirts, and outerwear that celebrate individuality and personal style and are the ideal foundations for building a capsule wardrobe. Incorporating new sustainable technologies into their classic designs like the original 501s® or the Ribcage jean, Levi’s continues to deliver innovative pieces that stand the test of time.

  • Photographer Lou Jasmine
  • Photographer Lou Jasmine

On Levi’s timeless nature, presenter Maya Jama remembers: “My mum had me in the double denim from an early age. She had me in the denim dress with the denim hat, or a skirt and Trucker Jacket – undefeated ’90s fashion. We’ve gone through so many denim trends over the last 15 years, from flares, to mom jeans, to baggy fits, and the staple 501®, and now we’re seeing some of those come back with the likes of the new 70s High. It’s this constant resurgence of our favourite looks over the ages that keeps me coming back to Levi’s® – iconic, inclusive fits that never go out of style.”

 

Learn more about the Autumn/ Winter campaign here.

  • Photographer Lou Jasmine
  • Photographer James North

Watch the campaign video here:

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