Lee, the jeans and clothing brand name, has actually introduced its 2022 project under the LeeOriginals platform. Shot as soon as again by Mark Seliger, the project was styled by outfit designer and stylist Arianne Phillips and is set to a brand-new tune by Nashville songwriter Sam Tinnesz entitled “New age.”
“This project welcomes those minutes where jeans and self-expression combine,” Seliger stated. “Casting was necessary. I desired diverse people who might be popular however feel extremely familiar and genuine. We developed a story for each character and provided the area to put their stamp on the movie and included their characters by utilizing a few of their own individual products. The outcome showcases that as they use Lee, they stay real to themselves and initial.”
Lee, owned by Kontoor Brands, introduced the LeeOriginals equity project in 2015. It likewise partnered with influencers to raise the brand name’s awareness, and sponsored the Bonnaroo music celebration in June.
Brigid Stevens, vice president, international brand name marketing at Lee, stated, “We enjoy an excellent story and this season’s cast of Originals has lots of tales to inform. Tai Verdes began operating at a cellphone seller and now is carrying out on phases around the country; Yuka Mannami was found as a design while working as a nurse and now strolls runways around the world. These are simply a number of examples of how our cast has actually sculpted their own course and done the unforeseen.”
In addition to Verdes and Mannami, the project includes star Deakon Bluman, body positivity design and vocalist Natalie Nootenboom, dancer Vinson Fraley, artist Mell and activist and snowboarder Cherokee Jack.
The digital element of the project introduced on TikTok, Meta and Snapchat in addition to streaming video by means of OTT, and on YouTube and Twitch. A curated out-of-home project will target particular communities in New york city City, in addition to choose places in Los Angeles, California; Chicago, Illinois, and Atlanta, Georgia.