U.S. HISPANIC
Levi’s Reframes Cultural Storytelling with “Behind Every Original”
20 de febrero de 2026
Cultural icons were invited and everyday Originals to share their stories with one condition: they would be captured exclusively from behind
Levi’s is shifting the perspective with the launch of “Behind Every Original”, a global campaign celebrating the people who shape culture — with a bold and unexpected twist.
For this launch, Levi’s invited cultural icons and everyday Originals to share their stories — with one condition: they would be captured exclusively from behind.
Why? Because it’s the most iconic angle of Levi’s jeans. The unmistakable arcuate stitching, the silhouette, and the Red Tab™ speak volumes — signaling originality, authenticity, and legacy without ever needing to show a face.
At the heart of the campaign is “Backstory,” a cinematic film directed by Kim Gehrig that premiered during the Super Bowl. The film brings together an eclectic cast of cultural figures — including ROSÉ, Shai Gilgeous-Alexander, Questlove, Doechii, Stefanie Giesinger, and even Woody from Toy Story — each expressing their individuality through movement, style, and, of course, their denim.
Rather than traditional testimonials, “Backstory” reveals personality through presence. The camera lingers on posture, rhythm, and confidence — reinforcing that Levi’s has always been a canvas for self-expression.
Shot across three cities, the production blends global celebrities with real individuals, paying tribute to authentic cultural moments and the diverse voices that continue to define originality today.
“Behind Every Original” will roll out globally throughout the year across digital platforms, social media, retail environments, and out-of-home placements. Every execution remains anchored in Levi’s® iconic products — reinforcing the brand’s enduring role at the intersection of culture and style.
With “Behind Every Original,” Levi’s reminds audiences that while trends evolve, true originality is timeless — and sometimes, the most powerful story is told from a different angle.
