Guide to Fashionable Living
Levi's "Icons" Campaign Embraces Western Trend with Modern Twist
In a bid to capitalise on the current Western trend, Levi's has launched its "Icons" campaign, taking a modernised approach to celebrate the Quiet Western lifestyle aesthetic. The campaign, which was launched on August 25, 2025, is being played across digital platforms, social media, and print.
At the heart of the campaign are three iconic pieces: the 501 Jeans, the Trucker Jacket, and the Western Shirt. The short film "The Jean" focuses on the 501 Jeans, claiming they are "Stronger than most relationships. Since 1873". The Western Shirt tradition is revived in "The Shirt" with the claim "Putting the wild in West. Since 1926". "The Jacket" highlights the Trucker Jacket's status as a generational symbol.
Country-pop artist Shaboozey is the new face of Levi's in the "Icons" campaign. Shaboozey, who has gained international recognition in recent years with songs like "A Bar Song", expresses his honour to be part of the campaign. Levi's had previously made custom outfits for Shaboozey's performances and photoshoots.
Shaboozey is joined by celebrity chef Matty Matheson in the campaign. Each episode of the campaign begins in the middle of a situation and features dry humor and a rough visual language.
The 501 Original Jeans, the Trucker Jacket, and the Western Shirt are available in stores and online at levi.com. The starting prices for these iconic pieces are around 110 euros for the 501 Jeans, 130 euros for the Trucker Jacket, and 90 euros for the Western Shirt.
Beyoncé's recent reignition of the Western trend is mentioned as a factor influencing the campaign.
In an unrelated development, the Vans brand has released new loafer models that are worth a look.
The Levi's "Icons" campaign marks a fresh direction for the brand, tapping into the current Western trend while maintaining its timeless appeal.
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