Levi’s has a knack for reimagining even the most commonplace elements, like the rear view of a pair of jeans.
The new initiative, called Behind Every Original, made its debut during the Super Bowl, cleverly subverting typical fashion portrayals. Instead of showcasing glamour from the front, the film emphasizes “Backstory” by filming its stars — alongside everyday individuals — from behind for the most part.
Directed by Kim Gehrig, the campaign spotlights what makes Levi’s recognizable: detailing, form, and, naturally, the legendary Red Tab. A quick peek at the back of Levi’s jeans and you immediately know their brand.
The lineup of talent is as impressive as the concept itself. Featuring Grammy champion Doechii, global icon Rosé, NBA star Shai Gilgeous-Alexander, acclaimed filmmaker and DJ Questlove, and model Stefanie Giesinger, each individual contributes their unique cultural influence to the narrative.
The film skillfully merges nostalgia with modernity, referencing pivotal pop culture highlights — from George Michael’s time with Faith to a contemporary twist on the Born in the U.S.A. album cover. It strikes a perfect balance between honoring the past and reflecting on shared cultural experiences across generations.
Fashion choices significantly enhance the storytelling. Doechii is seen sporting Levi’s Low Slim Bootcut jeans, presenting a sharp and assertive look. Rosé pairs Loose Bootcut jeans with a Relaxed Fit Trucker jacket, encapsulating an effortlessly stylish vibe. Gilgeous-Alexander showcases the brand’s 578 Baggy silhouette, while Questlove opts for the traditional 505 Regular Fit jeans.
By highlighting the backsides — a feature of Levi’s jeans that is widely recognized — the campaign conveys a straightforward message: these are not mere jeans. They embody individual narratives crafted by the wearers.
Ultimately, it serves as a thoughtful reminder that behind every unique style is a story waiting to be told.
