No sooner is the cringingly awful street-fashion concept of dudes having their underwear sticking out of their pants thankfully forgotten than lowrise jeans for men arrive. "Dangerously low," indeed. Levi's is a dangerous account regardless of the product, and this is Bartle Bogle Hegarty/New York's first major effort for the struggling client. Subtle, stylish, beautifully lit by fashion shooter Glen Luchford, with a sly signature sexbeam cutting above the now-passe beltline. Nice work, but we can only hope this doesn't catch on with the boyz.
Client: Levi's Agency: BBH/N.Y GCD: Thomas Hayo AD: John Hobbs CW: Peter Rosch Photographer: Glen Luchford