Heritage jeans company Lee has launched a new advertising campaign called Lee Originals that features some famous progeny and a unique mix of models and performers.
Produced in collaboration with photographer and creative director Mark Seliger, the campaign celebrates the brand’s dedication to denim and big logo branding, as well as promoting individual style and those who create their own path.
The ads in the #leeoriginals campaign features indigenous model Quannah Chasinghorse, Bob Dylan’s grandson Levi Dylan, model Annahstasia Enuke, Kenya Kinski-Jones, who is the daughter of model Nastassja Kinski and Quincy Jones, and skateboarder Haden McKenna, among others. Propelled by the funky Lenny Kravitz track “Strut,” the black and white hero spot was styled by costume designer Arianne Phillips.
“This campaign embraces optimism, authenticity and tenacity—characteristics that are inherent to the Lee brand and shared with our consumers,” Brigid Stevens, senior director of marketing, Lee North America, said in a statement.
“We picked our cast because of who they are and their reflection of personality and style,” added Seliger in a statement.
The digital-first campaign was placed by Lee’s media agency, Tinuiti, and launched on streaming, YouTube and digital channels, as well as across Lee’s social media channels and ecommerce website. Out-of-home placements from creative agency Noble People will adorn neighborhoods in New York City.
Quannah Chasinghorse and Levi Dylan for Lee Jeans.