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Marketer: Levi Strauss Agency: Bartle Bogle Hegarty, Singapore

Levi's new Princess jeans play on classic fairy tales of envy

[Singapore] Levi Strauss turned to the Grimm Brothers' fairy tales to introduce premium Princess Fit denim jeans in Asia this month with a sensual print and outdoor campaign created by Bartle Bogle Hegarty, Singapore. Media was handled by Mediaedge:cia, Singapore.

Besides a silhouette design, the new jeans, part of Levi's "Lady Style" collection, feature a back pocket flap cut in the shape of a crown and embellished with a Swarovski crystal rivet and feminine details such as crochet patches. The advertising features Eurasian models as modern-day versions of Cinderella and Snow White in feminine, sexy scenarios that give Princess Fit jeans a sense of regal beauty while suggesting they will inspire envy in others. In one version, "Snow White" is presented with a poisonous apple by the wicked queen, but retains her beauty even after biting into the deadly fruit. In the second, a jeans-clad "Cinderella" slides her foot into the glass slipper while surrounded by conniving, hapless step-sisters who watch with envious frustration.

The campaign, running throughout Asia, was shot in Amsterdam by Erwin Olaf, a Dutch photographer known for incorporating fantasy, humor and eroticism in advertising as well as in the art world. The campaign will be supported by princess-themed display windows and store interiors and changing rooms altered to resemble a princess' boudoir, with Victorian-inspired mirrors, plush chairs and purple carpeting, said Singapore-based Bibi Choa, strategic planning director for the Levi's brand in Asia/Pacific. Point-of-sale materials like product hangtags, store banners and shopping bags will feature taglines such as, "Who Is The Sexiest Of Them All?" and "Your Royal Slenderness."

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