"LeeOriginals" brand value campaign

The denim brand once again collaborates with world-renowned photographer Mark Seliger to showcase new talent and new music from Nashville songwriter Sam Tinnesz

Lee®, the iconic American denim and apparel brand, has launched its 2022 campaign under the LeeOriginals platform. The campaign [#leeoriginals], created in collaboration with preeminent photographer and creative director Mark Seliger, highlights the 130-year-old brand as one that celebrates the originality in each of us.

The second edition of the campaign, conceived and photographed by Seliger and styled by renowned costume designer and stylist Arianne Phillips, showcases the moments when Lee helps you make everyday legendary. Inspired by those who not only stand the test of time, but define it, the campaign is highlighted by a new song by Sam Tinnesz, aptly titled "New Wave." Through these scenes, Lee celebrates people who approach the small and big moments of their lives with one part courage and two parts optimism.

"This campaign is about the moments when denim and self-expression merge," says Mark Seliger, photographer and creative director for the campaign. "The casting was important - I wanted multi-faceted personalities that were well-known but still felt very familiar and real. We developed a story for each character and gave them the space to put their stamp on the film by using some of their personal items. The result shows that they stay true to themselves and original while wearing Lee ."

"We love a good story and this season's originals have plenty to tell," said Brigid Stevens, VP Global Brand Marketing at Lee. "Tai Verdes started at a cell phone retailer and now performs on stages across the country. Yuka Mannami was discovered as a model while working as a nurse and now walks runways around the globe. These are just a few examples of how our performers have gone their own way and done the unexpected."

In addition to Verdes and Mannami, the ensemble of new models, actors and performers also includes actor Deaken Bluman, model and singer Natalie Nootenboom, dancer Vinson Fraley, artist Mell and activist and snowboarder Cherokee Jack.

The digital component of the campaign was placed by Lee's media agency Tinuiti and released on Lee's social media channels on TikTok, Meta and SnapChat, as well as streaming video across OTT, YouTube and Twitch. In partnership with creative agency Noble People, the campaign will be placed in select creative neighborhoods in New York City such as SoHo, Meatpacking and Bushwick, as well as select locations in Los Angeles, Chicago and Atlanta. For more information, visit www.lee.com.

About Lee

Lee , a Kontoor Brands (NYSE: KTB) brand, is an iconic American denim and casual apparel brand. The Lee collections include a unique assortment of jeans, pants, shirts, shorts and jackets for men, women and boys. Founded by H.D. Lee and backed by nearly 130 years of purposeful design and craftsmanship, Lee 's movement-inspired innovation, versatile styling and superior fit continue to inspire generations of brand loyalists. For more information, please visit lee.com.