click pics to enlarge Josh Beech, 22, is the model (more pics from here) you can see in every Levi's stores in the world. He's the lead singer of rock band SNISH. He fronts the print advertising campaign for the global Levi’s 501 re-launch. The print ads were directed by Japanese-Italian fashion director Nicola Formichetti and shot by David Vasiljevic, in order to inject a youthful new image with a slimmer, straighter cut. Levi’s 501 is being introduced in mid to dark tones in new vintage-inspired finishes that ranges from minimally to mid-worn. To help the re-launch, a mega global campaign titled ‘Levi’s® 501® Jeans - Live Unbuttoned’ has been created by Bartle Bogle Hegarty (BBH) agency.
The campaign spans TV commercials, print and outdoor ads, public relations, retail windows set-ups and in-store point-of-sale materials. Josh Beech was chosen for his ‘raw edge’. He wears an unbuttoned pair of 501s and a white t-shirt in some shots, and just tattoos on his naked skin in others. Josh Beech has already made a strong splash in the fashion world. He starred on the dramatic cover story of Vogue Hommes International (see the complete editorial from there)and the Burberry Spring Summer 08 ad campaign alongside top models Agyness Deyn and Lilly Donaldson.
