Iconic clothes manufacturer Levi’s celebrates 150-years of their famous 501 jeans with a new campaign featuring budding Filipino artists. Anchored on the theme “Writing the Next Chapter”, the brand has invited a handful of talented young people who are positioned to be “the next big thing” in their respective industries. Among those selected is Ballet Philippines Principal Dancer Jemima Reyes, whose recent performances on stage captured the attention of the historic brand known for supporting emerging artists.
During the campaign shoot, Jemima was shocked when a director expressed that she was one of the best in the business. “I didn’t know how to react,” she said with a smile. “Flattered, but also thankful to know that someone thinks that. Then and there, I started to feel that this campaign does really mean a lot to the brand and they really wanted to choose who to include. Being one of the chosen people, this campaign means I get to represent our chosen art though their brand. [To me] this campaign means having to always represent [ballet] in the best way I can.”
Joining Jemima in the campaign are a handful of notable Filipinos with exciting new artistic voices, such as fashion models Siobhan Moylan and Jubie Caceres, musicians Meyer Eugenio and Lexus Cabanting, artists Alex Martinez and Katrina Cuenca, DJ Dara Carmina, popular vlogger Darbie Estrebilla, makeup artist Janina Dizon, and novelist/motorcycle enthusiast Rex Villalon, who were all photographed doing the things they loved while wearing the latest threads from Levi’s. “I had the best time during the shoot,” Jemima expressed. “I was given all the tools I needed during the filming process. The directors were also very considerate to ask me about the shots that we had so we can check if the form, lines and correctness of the art is good and acceptable, which I appreciated a lot.”
For over 150 years, Levi’s has been the preferred blue jeans brand for some of the world’s most celebrated talents. Personalities such as James Dean, Marlon Brando, Cher, Bruce Springsteen, and Marilyn Monroe have all famously worn 501 jeans by choice. As a flourishing fashion brand still in the process of writing their history, Levi’s hopes to continue the tradition of dressing young artists for generations to come. Ballet Philippines’ Jemima Reyes is now among those who take part in this rich history.
“[It’s important] because there’s so much to learn from art,” she reflects. “If [young people] expose themselves to art, then they will keep expanding their knowledge on different things relating to the world, [such as] people, current events, developments, practices, philosophies, history, anything and everything—because art is everywhere. Moreover, ballet itself has so many benefits for the body, mind and soul. Personally, I learned a lot from ballet and art, and I wouldn’t have second thoughts on promoting this beautiful thing to the young Filipinos.”
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