Levi's target gen-selfie with trendy ecommerce site

A combination of fancy web design, short video documentaries and user-made content are being employed to celebrate Levi’s – a brand “worn by a billion plus” jean wearers.

Levi’s are tapping into the image conscious Millennial market by constructing an arty user-populated site, showcasing how people #LiveInLevis.

The brand, with assistance from AKQA, has launched the Live in Levi’s Project digital site – of which tells the stories of trendy Levi-clad fans across the world.

With hipster-queen Alexis Krauss, front woman of Sleigh Bells featured, the target of the new campaign is undoubtedly to highlight the cool credentials of the classic American brand.  

Supported by the #LiveInLevis hashtag – photos posted to social networks could be harvested, as long as you’re cool enough. The visually pleasing campaign is intertwined with subtle prompts to buy, with interactive shoppable videos almost disguising the fact that you’ve landed on an ecommerce site.

The Economist describes the company’s new direction as “a move away from rust-belt edginess towards a cheerier mainsteam”, noting the company’s decline in revenues since the arrival of low cost fashion outlets.