Aimee Lou Wood is face of Levi's UK campaign for 2022
Levi’s has named BAFTA-award winning actress Aimee Lou Wood as the face of its SS22 campaign for the UK. Captured in a “playful” film and series of stills, she “takes us on a style journey with her forever favourite uniform: Levi’s Jeans and a nice top” — or several nice tops as in this campaign.
The British actress and star of Netflix high school comedy-drama Sex Education, is used to a mish-mash of nostalgic fashion references. And the collection itself pays homage to the archives through the introduction of the 501 90s. The style offers “a more relaxed fit through the seat and the leg”, and is a mid-rise to “capture a casual, relaxed look with just the right amount of attitude”.
The company also said it’s continuing to drive efforts for a more sustainable future under the notion, “Buy Better, Wear Longer”. It’s calling for “everyone to rally together and combine efforts to counteract the implications on the environment” of fashion production and consumption having doubled between 2000 and 2020.
And it said it’s “this commitment to creating a capsule wardrobe around your favourite pair of Levi’s jeans that unites the brand with Aimee Lou Wood for SS22”.
The company added that the campaign answers the “eternal 'What to wear?' conundrum” with jeans and a nice top being a “favourite, a fail-safe, a customisable combination with endless possibilities”.
In the campaign film, shot by Rosaline Shahnavaz, Wood shows us “how easy it is to have fun with the nostalgic style pairing that’s been a hit since the early 00s”.
“The ultimate. A classic. Can’t go wrong,” she says. “Jeans and a nice top: they’re famous for a reason.”
Levi’s said it’s all about “turning your trusty denim into a never-ending wardrobe of style possibilities. With a nod to the iconic 90s movie Clueless, to celebrate the SS22 collection Aimee steps into our digital outfit-generator, showing us all the ways in which your Levi’s — when paired with a statement or staple top — can switch up your style time and time again”.
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