WORN TO BE
FEARLESS
WORN TO BE
FEARLESS
A Mock campaign between le sserafim and Levi Strauss & Co.
A Mock campaign between le sserafim and Levi Strauss & Co.
WORN TO BE
FEARLESS
A Mock campaign between le sserafim and Levi Strauss & Co.
WHO IS LESSERAFIM
WHO IS LESSERAFIM
WHO IS LE SSERAFIM
WHO IS LE SSERAFIM
LE SSERAFIM is a five-member South Korean girl group under Source Music/HYBE that debuted on May 2, 2022, with their EP Fearless featuring the lead single of the same name . The debut broke records as the first girl group EP to top 300,000 first-week sales, marking a meteoric rise in K-pop fame.
They followed Fearless with the EP Antifragile in October 2022, showcasing their signature theme of resilience. That album sold over a million copies and charted in the top ten of the US Billboard 200. LE SSERAFIM stands out for its message of confidence, growth, and unapologetic strength, amplified through bold aesthetics and powerful lyrics that resonate globally.
LE SSERAFIM is a five-member South Korean girl group under Source Music/HYBE that debuted on May 2, 2022, with their EP Fearless featuring the lead single of the same name . The debut broke records as the first girl group EP to top 300,000 first-week sales, marking a meteoric rise in K-pop fame.
They followed Fearless with the EP Antifragile in October 2022, showcasing their signature theme of resilience. That album sold over a million copies and charted in the top ten of the US Billboard 200. LE SSERAFIM stands out for its message of confidence, growth, and unapologetic strength, amplified through bold aesthetics and powerful lyrics that resonate globally.
WHO IS LESSERAFIM
WHO IS LE SSERAFIM
LE SSERAFIM is a five-member South Korean girl group under Source Music/HYBE that debuted on May 2, 2022, with their EP Fearless featuring the lead single of the same name . The debut broke records as the first girl group EP to top 300,000 first-week sales, marking a meteoric rise in K-pop fame.
They followed Fearless with the EP Antifragile in October 2022, showcasing their signature theme of resilience. That album sold over a million copies and charted in the top ten of the US Billboard 200. LE SSERAFIM stands out for its message of confidence, growth, and unapologetic strength, amplified through bold aesthetics and powerful lyrics that resonate globally.
WHO IS LEVI'S
WHO IS LEVI'S
WHO IS LEVI'S
WHO IS LEVI'S
Levi Strauss & Co. began in May 1853, when Bavarian immigrant Levi Strauss opened a dry‑goods store in San Francisco during the Gold Rush. In 1873, Strauss and tailor Jacob Davis patented copper‑riveted denim pants, the first “blue jeans", for durability in rugged work environments.
From outfitting miners and work crews to becoming a symbol of youth rebellion in the 1960s civil rights era, Levi’s has remained a cultural icon . Today, the brand continues championing sustainability and social activism, including pioneering worker protections and environmental programs, while keeping its red tab and blue denim at the heart of global style.
Levi Strauss & Co. began in May 1853, when Bavarian immigrant Levi Strauss opened a dry‑goods store in San Francisco during the Gold Rush. In 1873, Strauss and tailor Jacob Davis patented copper‑riveted denim pants, the first “blue jeans", for durability in rugged work environments.
From outfitting miners and work crews to becoming a symbol of youth rebellion in the 1960s civil rights era, Levi’s has remained a cultural icon . Today, the brand continues championing sustainability and social activism, including pioneering worker protections and environmental programs, while keeping its red tab and blue denim at the heart of global style.
WHO IS LEVI'S
WHO IS LEVI'S
Levi Strauss & Co. began in May 1853, when Bavarian immigrant Levi Strauss opened a dry‑goods store in San Francisco during the Gold Rush. In 1873, Strauss and tailor Jacob Davis patented copper‑riveted denim pants, the first “blue jeans", for durability in rugged work environments.
From outfitting miners and work crews to becoming a symbol of youth rebellion in the 1960s civil rights era, Levi’s has remained a cultural icon . Today, the brand continues championing sustainability and social activism, including pioneering worker protections and environmental programs, while keeping its red tab and blue denim at the heart of global style.
TARGET AUDIENCE
TARGET AUDIENCE
Who's this For?
Who's this For?
This campaign is aimed directly to Gen Z (18–24) who use fashion to communicate identity, purpose, and uniqueness.
Archetypes
Archetypes
DIY Denim Creator: They customize jackets and jeans with patches, paint, and embroidery, using denim as a moodboard to indicate their identity.
Digital Style Narrators: Active on Instagram and TikTok, they share minimal but mood-rich visuals.
Culture-Rooted Activists: They connect with brands that take genuine stands on climate, inclusion, and identity.
According to Vogue Business, over-the-top customization is rising, with Gen Z rejecting fast fashion through bold DIY statements
TARGET AUDIENCE
Who's this For?
This campaign is aimed directly to Gen Z (18–24) who use fashion to communicate identity, purpose, and uniqueness.
Archetypes
DIY Denim Creator: They customize jackets and jeans with patches, paint, and embroidery, using denim as a moodboard to indicate their identity.
Digital Style Narrators: Active on Instagram and TikTok, they share minimal but mood-rich visuals.
Culture-Rooted Activists: They connect with brands that take genuine stands on climate, inclusion, and identity.
According to Vogue Business, over-the-top customization is rising, with Gen Z rejecting fast fashion through bold DIY statements
WHY NOW?
WHY NOW?
Gen Z spends a huge amount of time online: over two to four hours daily on social platforms like TikTok, Instagram, and YouTube. But nearly 60% say social media negatively impacts their mental health, showing a desire for authenticity and real connection. This generation moves fast, lives loud, and demands brands speak to their reality, not just market at them.
At the same time, denim is enjoying a massive cultural revival among young consumers. 64% wear jeans at least three times a week, and stylings like wide-leg and low-rise are driving a premium denim market projected to grow from $22B to $32B by 2032. Paired with denim’s edge is Gen Z’s shifting mindset, as 40% of college-aged youth engage in activism, and 66% reject fixed identities, craving clothing that can keep up with their beliefs.
CAMPAIGN
CONCEPT
CAMPAIGN
CONCEPT
Tagline: Worn to be Fearless
Tagline: Worn to be Fearless
Worn to Be Fearless uses denim as a canvas for personal narrative and shared culture:
Activations: Campus mirror installations with clothing altering stations.
Student Styling Kits: Patches, embroidery tools, and denim essentials for self-expression.
Digital Content: Reels and TikToks of firsthand denim transformations using #WornToBeFearless.
Visual Tone: Urban denim textures, polaroid photography, statement typography—all capturing individual grit rooted in collective identity.
The Art Event is a one-of-a-kind gathering that connects artists, art lovers, and industry professionals from across the globe. Expect a curated selection of artistic workshops, keynote speeches, and an exhibition of some of the most exciting contemporary artworks today
SAMPLE INSTAGRAM FEED AND MOOD BOARD
CAMPAIGN
CONCEPT
Tagline: Worn to be Fearless
Worn to Be Fearless uses denim as a canvas for personal narrative and shared culture:
Activations: Campus mirror installations with clothing altering stations.
Student Styling Kits: Patches, embroidery tools, and denim essentials for self-expression.
Digital Content: Reels and TikToks of firsthand denim transformations using #WornToBeFearless.
Visual Tone: Urban denim textures, polaroid photography, statement typography—all capturing individual grit rooted in collective identity.
The Art Event is a one-of-a-kind gathering that connects artists, art lovers, and industry professionals from across the globe. Expect a curated selection of artistic workshops, keynote speeches, and an exhibition of some of the most exciting contemporary artworks today
SAMPLE INSTAGRAM FEED AND MOOD BOARD
IMPACT
Campaign Goals
Campaign Goals
1.
Reignite Levi’s
with Gen Z
Re-establish Levi’s as a relevant, youth-first denim brand by aligning with Gen Z values like authenticity and purpose.
1.
Reignite Levi’s
with Gen Z
Re-establish Levi’s as a relevant, youth-first denim brand by aligning with Gen Z values like authenticity and purpose.
2.
Encourage Expression
Through Denim
Encourage students to creatively adapt and showcase their denim as an extension of personal identity.
2.
Encourage Expression
Through Denim
Encourage students to creatively adapt and showcase their denim as an extension of personal identity.
3.
Drive Viral
Short-Form Moments
Fuel campaign buzz with TikToks and Instagram Reels that capture attention and inspire sharing.
3.
Drive Viral
Short-Form Moments
Fuel campaign buzz with TikToks and Instagram Reels that capture attention and inspire sharing.
4.
Highlight
Responsible Heritage
Celebrate Levi’s eco initiatives and social legacy to connect with Gen Z’s values-driven mindset.
4.
Highlight
Responsible Heritage
Celebrate Levi’s eco initiatives and social legacy to connect with Gen Z’s values-driven mindset.
www.levi.com/lesserafim
1
JEANS VARIANT 1
IMPACT
Campaign Goals
1.
Reignite Levi’s
with Gen Z
Re-establish Levi’s as a relevant, youth-first denim brand by aligning with Gen Z values like authenticity and purpose.
2.
Encourage Expression
Through Denim
Encourage students to creatively adapt and showcase their denim as an extension of personal identity.
3.
Drive Viral
Short-Form Moments
Fuel campaign buzz with TikToks and Instagram Reels that capture attention and inspire sharing.
4.
Highlight
Responsible Heritage
Celebrate Levi’s eco initiatives and social legacy to connect with Gen Z’s values-driven mindset.
www.levi.com/lesserafim
1
JEANS VARIANT 1