LEVI'S 501

MODEL JOSH BEECH
FASHION DIRECTION NICOLA FORMICHETTI

Levi’s® 501® Jean Goes Global With New Look

The world’s most worn, best-loved jean – the ultimate straight leg, button-fly Levi’s® 501® jean – gets an updated look and is set for a global launch this August.Based on the original 1947 501® cut, the overall fit has also been made youthful with a slimmer and straighter cut – all achieved without losing the comfort that comes with wearing a pair of 501® jeans. Levi’s® 501® jeans will be introduced in new vintage-inspired finishes ranging from minimally – to mid-worn and in mid to dark tones.

The man tasked with defining the look of the Levi’s® 501® campaign prints is Japanese-Italian fashion director Nicola Formichetti, known to renowned stylists and fashion insiders for his sophisticated understanding of global youth culture and his ability to capture the essence of contemporary cool.

Under his direction, the prints for the campaign are effortlessly sensual shots of Josh Beech, charismatic 22-year-old lead singer of British alternative rock band, Snish. Shot by New York-based photographer David Vasiljevic, the campaign is a composite of striking, stripped down black-and-white portraits of Josh Beech. He is pictured wearing 501® jeans and a tee, or with just intricate tattoo work – the name of his band on a wrist, a pair of eyes on the neck, and three stars on the forearm – on his naked skin.