Josh Beech for Levi’s 501 “Live Unbuttoned’ Campaign

Ayman Helweh
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Rockstar

Levi Strauss has turned to British rocker Josh Beech, the 22-year-old lead singer of alt rock band Snish, to front the print ad campaign for the global re-launch of Levi’s 501. The print ads were directed by Japanese-Italian fashion director Nicola Formichetti and shot by David Vasiljevic.

The most iconic jean is given a hip, youthful twist with a slimmer and straighter cut. Levi’s 501 is being introduced in mid to dark tones in new vintage-inspired finishes that ranges from minimally to mid-worn. To help re-launch the jean, a mega global campaign titled ‘Levi’s® 501® Jeans - Live Unbuttoned’ has been created by Bartle Bogle Hegarty (BBH) agency. The campaign spans TV commercials, print and outdoor ads, public relations, retail windows set-ups and in-store point-of-sale materials.

The choice of Beech gives the ads an extra raw edge that a typical model couldn’t bring. Beech wears an unbuttoned pair of 501s and a white t-shirt in some shots, and just tattoos on his naked skin in others. The stylish black and white ads are set to debut in fashion magazines such as Dazed and Confused, V, Another Man, Arena Homme + and Vogue Hommes Japan.

Josh Beech has already made a strong splash in the fashion world. He recently starred on the dramatic cover story of Vogue Hommes International and the Burberry Spring Summer 08 ad campaign alongside top models Agyness Dean and Lilly Donaldson.

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