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Alicia Keys has officially been named as the new Levi’s brand ambassador for the “revamped” women’s denim collection. The 34-year-old shared an image from the new campaign — in which she looks like a rock goddess wearing black skinnies, a leather moto jacket, black boots and a dramatic smokey eye — with the caption, “I find that when I see women that are comfortable in their skin … whatever that is, however that is and whatever way that manifests itself … it’s beautiful!”
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The announcement of Keys’ new gig coincides with Levi’s rollout of an updated look — and fit — for its women’s jeans collection, which will notably include more stretchy denim. Karyn Hillman, chief product officer of the storied brand, tells The New York Times that the decision to increase elasticity (with some styles boasting up to 90 percent stretch) is a direct response to competition from the rise of the athleisure phenomenon, and the trend of women swapping stiff denim for leggings.
For her part, Keys’ and her curves look fantastic in the formfitting denim. “My personal jeans slogan is, ‘If it ain’t tight, it ain’t right,'” she said, noting that she prefers the high-waisted skinny styles.
The new campaign, which is the brand’s biggest investment in any female-oriented ads since launching their women’s denim 80 years ago, will also include print images of indie musician Ryn Weaver and rising twin sister act, the Ibeyi twins.
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