Global superstar Alicia Keys partners with Levi’s in celebrating women’s greatness


As it launches its all-new women’s denim collection and Fall 2015 global brand campaign all over the world, Levi’s is also introducing its newest brand ambassador—global artist, multi-Grammy-award-winning singer/songwriter, producer, and activist Alicia Keys. The multi-hyphenated celebrity will lend her one-of-a kind voice and style to the brand for the debut of its all-new transformational women’s denim collection.

Celebrating women’s greatness in all fields, the new campaign highlights every woman’s individuality, authenticity, and style. In this campaign, the brand upholds the idea that “behind every great woman is a great pair of jeans,” which is the inspiration of the newest addition to Levi’s denim collection.

“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 . . . and much like music, Levi’s brings people together from all walks of life and cultures.”

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 that is the soundtrack of the campaign.

Alicia Keys burst into 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 No. 1 album debuts on the Billboard 200 album chart. 

She is a timeless talent with an authentic voice and style, making her a perfect match for Levi’s. She’s won countless awards since her debut in 2001, but it’s her soulfulness and authenticity that have made her a global icon and revered philanthropist and spokesperson for the causes she believes in.

But what makes the global star an icon is what she does outside of music—her devotion to her noteworthy causes.

Keys 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. Most recently, Keys launched “We Are Here,” a movement that empowers the global community to tackle a host of issues and initiatives that build a better world where all people are heard, respected, made equal, and treated with dignity.

“People have been living in their Levi’s since we invented the blue jeans—experiencing all the adventures the world has to offer and expressing their own brand of authenticity and unique personal style. Alicia Keys embodies that spirit 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.”

For this collection, Levi’s went to ten different markets across the globe and talked to thousands of women to know what they need and want in a pair of jeans. Levi’s incorporated all the information it has learned through the years and used 60,000 body scans in order to come up with the perfect jeans for different women.

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 pair of jeans into the perfect jeans, which is the very foundation of this collection.

Utilizing the latest fabric innovations and slimming technologies, the most advanced stretch and recovery system, signature authentic Levi’s details, and world-class finishing, Levi’s has created the perfect-fitting jean for each body type.

The latest “Live in Levi’s” campaign continues to pay homage to the iconic brand’s more than 140 years of history of being constant companions to those who wear them and love them—from rock stars to presidents, from farmers to fashion icons, and from entrepreneurs to the everyman.

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