Levi’s, True Religion Tap Musicians for New Campaigns
Music is the common thread in two new denim campaigns.
Levi’s
Brazilian popstar Anitta stars in the latest ads for Levi’s 501. The brand launched the campaign Tuesday as part of its ongoing celebration of the 150th anniversary of the 501, reaffirming the style’s connection to music and self-expression.
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Anitta is captured in her favorite Levi’s styles including the 501 Original short and two versions of 501 jeans. She wears the 501 90’s, which has a slouchier fit than the original, and the 501’81, a version that structured like a mom jean and sits higher on the waist and slightly tapered leg.
“I believe that the Levi’s brand carries timelessness, which is a common thread in every global icon, old and new. I’m proud to represent the heritage of Levi’s that has broken global barriers, with strong ties to my own culture,” Anitta stated in a press release. The “Envolver” singer added that she feels her most confident wearing her Levi’s 501s and a basic T-shirt and sneakers.
The 501’s milestone has given Levi’s the opportunity for creative campaigns and partnerships.
Levi’s previously partnered with multi-hyphenated online personality Emma Chamberlain, design studio JJJJound and streetwear aficionado Nigo on limited edition 501s. In February, the brand launched “The Greatest Story Ever Worn,” a campaign encompassing three short films that explore original stories about the pioneering jean style.
True Religion
True Religion pays homage to its hip hop roots in “Music is #MYRLGN,” a campaign starring Atlanta-based rappers Lil Gnar and Kaliii.
The campaign showcases True Religion’s 21st birthday collection, a range of colorful denim, activewear and logo-driven tops.
The brand will later collaborate with the Bay Area group AG Club for exclusive social content, as well as creating a custom True Religion music track and playlist produced by Dj Whoo Kid of G-Unit and Shade 45 fame. Dj Whoo Kid has also created a mashup of songs that have reference the brand. It will be played at True Religion’s New York Fashion Week event on Sept. 9.
True Religion will release a second collection on Sept. 14 featuring the brand’s signature stitch denim. It will be supported by a campaign featuring members of AG Club.
AG Club and True Religion announced their partnership in 2022 with a collaboration on tour merch, exclusively sold at Coachella.
