Levi's reveals AW21 UK campaign starring Maya Jama and Mahalia

By

Sandra Halliday

Published
Nov 4, 2021

The Levi’s brand has announced TV presenter, Maya Jama, and British singer-songwriter, Mahalia, as the faces of their AW21 campaign for the UK. 

Captured in a series of “playful” films and stills, the pair wear the latest 70s High range, the 501 jean, and Ribcage jeans, styled with the brand’s seasonal pieces.

The campaign continues the brand’s sustainability focus as it encourages consumers to “Buy Better, Wear Longer” with the two stars discussing “their approach to buying quality products that are timeless in style and durable, something that has been instilled in them from a young age”.

In the campaign film, shot by London-based photographer and director Lou Jasmine, both Mahalia and Maya Jama “take us behind the doors of their forever wardrobes, reflecting on their own personal style through the ages and denim nostalgia”. The pair reminisce about their first pair of Levi’s jeans, “Maya Jama’s being the iconic 501 and Mahalia’s being a salvaged pair which she still owns and wears”.

“Jeans have been a staple in every woman’s capsule wardrobe for decades”, said Anit Van Eynde, VP Marketing Levi’s North Europe. 

“Levi’s created the first ever blue jean for women in 1934. It’s such a pleasure to welcome Maya and Mahalia into the Levi’s family. As I watch the two engage, they represent a strong female bond, lifting one another up with a sense of confidence, individuality, authentic self-expression, and empathy.”