ROSÉ and Doechii front Levi’s new global campaign, redefining denim as cultural identity

Levi’s introduces Behind Every Original, an ambitious global campaign led by ROSÉ and Doechii that places identity, culture and denim at the centre of a contemporary narrative.

The American brand unveiled its new storytelling during the Super Bowl, anchored by a visual idea that is both simple and striking: every subject is filmed from behind. The focus is not on faces, but on the instantly recognisable back of Levi’s jeans, where details such as the arcuate stitching, silhouette and Red Tab operate as immediate symbols of individuality. The message is clear: before fame, there is personal history.

The hero film, titled Backstory and directed by Kim Gehrig, brings together a diverse cast that reflects the brand’s cultural reach. Alongside ROSÉ and Grammy winner Doechii appear figures including NBA MVP Shai Gilgeous-Alexander, musician and filmmaker Questlove, model Stefanie Giesinger, and even Woody from Toy Story. The result is an intergenerational mosaic where denim becomes a shared language.

The soundtrack, driven by Get Up Offa That Thing from James Brown, amplifies the film’s physical energy and expressive rhythm. Within this context, ROSÉ plays a key role in connecting with younger, global audiences, wearing Loose Boot cut jeans paired with a Relaxed Fit Trucker as symbols of freedom and self-expression.

With over 150 years of history, Levi’s once again proves that denim is more than a garment. In Behind Every Original, the message is unmistakable: every original has a story — even when all we see is their back.