Leave it to Levi’s to bring a new perspective to something as classic as the back of a pair of jeans.
Their recently launched campaign, named Behind Every Original, made its debut during the Super Bowl, creatively reshaping the typical fashion narrative. Instead of showcasing glamorous front views, the film emphasizes the concept of “Backstory” by presenting its featured personalities—and ordinary individuals—predominantly from behind.
Under the direction of Kim Gehrig, the campaign highlights what makes Levi’s unmistakable: the intricate stitching, defining silhouette, and the renowned Red Tab. A quick look at the back of a Levi’s pair instantly tells you what you have in front of you.
The campaign’s cast is equally impressive. Featured are Grammy winner Doechii, international star Rosé, NBA champion Shai Gilgeous-Alexander, Grammy-winning director and DJ Questlove, alongside model Stefanie Giesinger, each contributing their unique cultural influence to the narrative.
The film artfully integrates both past and present, paying homage to legendary pop culture moments—from George Michael’s Faith era to a contemporary reinterpretation of the Born in the U.S.A. album cover. It evokes nostalgia while remaining relevant, firmly rooted in genuine cultural events that resonate across generations.
Styling is pivotal in conveying these stories. Doechii dons Levi’s Low Slim Bootcut jeans for a polished and confident style, while Rosé selects Loose Bootcut jeans teamed with a Relaxed Fit Trucker, giving her outfit a laid-back yet stylish charm. Gilgeous-Alexander showcases the brand’s 578 Baggy silhouette, whereas Questlove opts for the timeless 505 Regular Fit jeans.
By centering around the backsides—one of the most recognized elements of Levi’s jeans—the campaign delivers a straightforward message. These jeans are not just clothing; they represent personal journeys, deeply influenced by the individuals who choose to wear them.
This campaign serves as a thoughtful reminder that behind every original style lies a story waiting to be shared.
