Blame it on product. Blame it on marketing. Levi’s women’s line of jeans wasn’t working. For anyone.

So, Levi’s completely redesigned the entire product line. But to relaunch the new Women’s Collection with any of credibility, the marketing needed to be as authentic as the historic brand itself.

Enter Alicia Keys. If you’re not familiar with Alicia Keys, she’s down-to-earth, no BS, and vocal leader of the no make up movement. She’s nobody’s shill. And she was the perfect brand ambassador to relaunch the collection.