Levi’s steps into the space between polish and grit in its latest campaign, tapping musician, producer, and songwriter Dev Hynes to lead the creative vision. Known for embracing contrast in both music and style as the force behind Blood Orange, Dev brings an instinctive, expressive approach to a collection where prep meets rebellion.

At the heart of the campaign is a simple idea: instinct leads, and denim tells the story. ’90s-inspired silhouettes are styled without rules, celebrating individuality and imperfection over trends. It’s a mindset that mirrors how many Filipinos dress today: pairing crisp polos with loose denim, layering tailored pieces over worn-in staples, and hunting for unique finds in local “ukay-ukay” shops to make every look their own.

Dev interpreted a curated selection from the Levi’s spring-summer 2026 collection in his own way, working with photographer Katharina Korbjuhn to create honest, intentional visuals inspired by his track “Somewhere in Between” from “Essex Honey.”

The campaign expresses visual tension by blending refined, preppy elements with raw, lived-in denim. Key pieces are styled in unexpected combinations, from the Authentic Button Down worn unconventionally, layered over the Hayes Boxy Full-Zip Hoodie, and the 578 Baggy mixed with classic textures.

Shot across artful studio scenes and stripped-back rehearsal moments, the visuals reflect a modern denim attitude shaped by contrast—a balance also seen on the hip streets of Makati and BGC, where office-ready staples meet relaxed silhouettes, vintage layers, and sneakers built for all-day movement.

Beyond the imagery, the campaign frames denim as a daily uniform shaped by movement and memory. It highlights how great denim adapts, softens, and becomes more personal over time—much like the well-worn jeans people reach for, whether they’re heading to work, café-hopping, or spending Sunday mornings at a weekend market.

The collection includes versatile staples such as the 578 Baggy, XX Chino Authentic Relax, Authentic Button Down, Hayes Boxy Full-Zip Hoodie, Carmel Cable Crew, Baggy Field Cargo, Boxy Short Sleeve Tee, and Red Tab Vintage Tee, among others.

Part of the Levi’s spring-summer 2026 collection, the assortment delivers a grown-up take on grunge, blending washed, relaxed silhouettes with crisp details designed to be worn, reworked, and lived in.

The collection is now available in the Philippines on Levi.com and at select Levi’s stores.