Doechii & ROSÉ Lead Levi’s “Behind Every Original” — A Denim-Driven Study In Identity
Doechii and ROSÉ take center stage in Levi Strauss & Co.’s latest global campaign, “Behind Every Original.” More than a celebrity-fronted rollout, the project positions denim as both artifact and attitude — a cultural through-line that connects music, sport, and self-expression across generations.
The campaign debuted during the 2026 Super Bowl with a striking anthem film titled Backstory, directed by Kim Gehrig. Rather than relying on traditional close-ups, Levi’s shifts the lens — literally. Each subject is filmed from behind, placing the back pocket of its jeans at the forefront. The Arcuate stitching, unmistakable silhouette, and iconic Red Tab become the visual anchors of the narrative, transforming familiar design codes into symbols of individuality.
For over 150 years, Levi’s denim has served as a uniform for cultural disruptors — worn on stage, on set, on the court, and in everyday life. According to Kenny Mitchell, Global Chief Marketing Officer of Levi Strauss & Co., “Behind Every Original” is a story uniquely Levi’s can tell, rooted in the brand’s enduring presence at the intersection of music, sports, and fashion.
The cast reflects that breadth. Alongside Doechii and ROSÉ, the film features reigning NBA MVP Shai Gilgeous-Alexander, filmmaker and musician Questlove, model Stefanie Giesinger, and even Woody from Toy Story — a playful nod to Levi’s pop-cultural reach.
The film subtly references archival Levi’s moments, including imagery reminiscent of George Michael’s Faith era and a reimagined framing of Born in the U.S.A.. Soundtracked by James Brown’s “Get Up Offa That Thing,” the visuals pulse with rhythm and movement, reinforcing denim as something lived-in, not just worn.
ROSÉ extends the campaign’s international dimension, appearing in Loose Boot Cut jeans paired with a Relaxed Fit Trucker — a look that underscores the brand’s commitment to versatility and self-styling. As a global pop figure and fashion fixture, her involvement bridges Western heritage with Gen-Z and Asian markets, amplifying the campaign’s reach.
At its core, “Behind Every Original” is about perspective. By spotlighting what’s typically unseen, Levi’s reframes denim as both canvas and character — shaped by the bodies that wear it and the stories that unfold in motion. The Super Bowl premiere delivered the scale, but the concept’s restraint keeps the message sharp: originality isn’t staged. It’s worn.
Photos Credit: Courtesy of Levi’s
