| 18 Jun 2024
Alicia Keys partners with Levi's to release exclusive soundtrack

MUMBAI: Grammy Award-winning singer/songwriter/producer, Alicia Keys has inked a deal with apparel company- Levi’s to promote the brand’s all new women's denim collection and fall 2015 global brand campaign.

The campaign, featuring Keys, is built around the previous campaign ‘Live in Levi's’. She will lend her voice and style to the denim brand, and will release an exclusive track ‘28,000 Days’ as part of the deal. It will also serve as the campaign’s soundtrack.

R&B singer, Keys, said, “When you are authentically yourself, you are so gorgeous and powerful. I've come to the revelation that I'm just a jeans girl at heart. I feel the most confident, comfortable, sexy and strong in my jeans.” She further added, “Levi's is for every woman. There is something for everyone, much like music. Levi's brings people together from all walks of life and cultures."

"People have been living in their Levi's since we invented the blue jean. Experiencing all the adventures the world has to offer, expressing their own brand of authenticity and unique personal style. Alicia Keys embodies that spirit of the brand and brings it to life in such an inspiring and resonant way for women everywhere," said Levi's brand CMO Jen Sey.

The ‘Live in Levi's’ campaign continues to pay homage to the iconic brand's 140 plus year history. The campaign spans digital and social platforms, TV, cinema and print globally, aiming to deeply engage and activate consumers through real-life and virtual events, as well as mobile and in-store experiences.