Throughout history, humans have contemplated the idea of the frontier and migrating from one place to another. In recent history, the idea of the frontier relates to the American West and contains familiar motifs of pioneers, gold miners, farmers and cowboys. Today, the modern frontier is one of limitless potential – a place and a state of mind built on the ideas and inspiration of an extended global community.
For more than 140 years, the Levi’s® brand has been equipping pioneers with the clothing they need to “Go Forth” and explore the edge of the modern frontier. From 501® jeans to the trucker jacket and western shirt, Levi’s® Fall 2013 collection features iconic clothing reinterpreted through a modern lens for today’s pioneers.
Levi’s® Fall 2013 campaign centers on the idea of the modern frontier. The campaign features a deliberate mix of established and up-and-coming creative pioneers in art, film and design – passionate cultural innovators who have worked to make their artistic visions a reality.
Notable figures in the campaign include professional boxer Tony Jeffries, professional skateboarder Natas Kaupas and drummer Lucky Smith.
The Modern Frontier comes to life world through digital, print, cinema, out-of-home and experiential campaign elements. The print imagery features various American landscapes as the backdrop and was shot entirely in black and white. The black and white photography conjures a sense of classic Americana and explores the idea of fusing modernity with heritage while capturing the timelessness of the Fall 2013 collection. Hints of color emerge in the landscapes, providing a teaser for what’s to come in our Spring 2014 collection.
The campaign encourages today’s pioneers to take action and ‘Go Forth’.
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