Doechii and Rosé Star in Levi’s Super Bowl Campaign

Leave it to Levi’s to make something as familiar as the back of a pair of jeans feel fresh again.

The brand’s latest campaign, titled Behind Every Original, debuted during the Super Bowl, and it flips the usual fashion narrative in a clever way. Instead of front-facing glamour shots, the film introduces the idea of “Backstory” by showing its stars — and everyday people — almost entirely from behind.

Directed by Kim Gehrig, the campaign leans into what makes Levi’s instantly recognizable: the stitching, the silhouette, and, of course, the iconic Red Tab. One glance at the backside of a pair of Levi’s, and you know exactly what you’re looking at.

The cast is just as strong as the concept. Grammy winner Doechii, global superstar Rosé, NBA champion Shai Gilgeous-Alexander, Grammy-winning filmmaker and DJ Questlove, and model Stefanie Giesinger all appear, each bringing their own cultural footprint to the story.

The film weaves together past and present, nodding to iconic pop culture moments — from George Michael’s Faith era to a modern reimagining of the Born in the U.S.A. album cover. It’s nostalgic without feeling stuck in the past, grounded in real cultural moments that span generations.

Styling plays a big role in telling those stories. Doechii wears Levi’s Low Slim Bootcut jeans, keeping things sharp and confident. Rosé opts for Loose Bootcut jeans paired with a Relaxed Fit Trucker, giving her look an effortless, worn-in cool. Gilgeous-Alexander appears in the brand’s 578 Baggy silhouette, while Questlove stays true to classic style in 505 Regular Fit jeans.

By focusing on the backsides — the part of Levi’s jeans most people recognize instantly — the campaign makes a simple point. These aren’t just jeans. They’re pieces of personal history, shaped by the people who wear them.

It’s a smart reminder that behind every original look is a story worth telling.