Levi’s set out to win over the female audience. The answer: Aitana —Spain’s pop icon and the voice of a generation. From the meeting of two legends came the Icons of Spring: a campaign where the queen of pop chooses her favorite looks from the king of denim, dressing the season she loves most. We imagined Aitana in pure Jane Birkin spirit, in her countryside hideaway —a place to rest, to write, or simply to do nothing. An icon in her element, wearing an icon in its prime.
The result: a campaign made up of more than 300 creative assets —from photos, videos and TikToks to campaign visuals— landing across Levi’s stores, social media, and e-commerce, amplified by the artist’s own channels and showcased on the streets of Spain’s main cities.
Levi’s spoke, Aitana amplified, spring became an icon.