Iconic denim lifestyle brand Levi’s® has unveiled an inspiring window takeover at premium London department store, Selfridges, bringing its new “Behind Every Original” campaign to life for shoppers on Oxford Street.
The activation, designed to celebrate authentic self-expression and the unique narratives that shape individuality, sees 16 of Selfridges’ iconic Oxford Street windows fully vinyl-wrapped with the vibrant campaign creative. This immersive display, live until the 18th March, creates a powerful visual statement at one of London’s most prestigious retail destinations.
The “Behind Every Original” campaign spotlights a diverse group of talent, including Top Dawg Entertainment’s Grammy-winning Doechii, global superstar ROSÉ, reigning NBA MVP and Champion Shai Gilgeous-Alexander. Grammy, Academy Award-winning and EMMY-nominated filmmaker, artist and DJ Questlove, model and cultural voice Stefanie Giesinger, Their distinct styles and stories resonate with the core values of the Levi’s® brand and underscores the campaign’s message that true originality is born from personal journey and authentic expression.
Lucia Marcuzzo, managing director, Europe at Levi Strauss & Co, said: “Behind every original is a backstory. The small rebellions, bold decisions, and defining moments that make us who we are. At Levi’s, we’ve always believed individuality deserves a stage, and partnerships like this allow us to bring that spirit of self-expression and storytelling to life in ways that truly inspire people. With this Selfridges takeover, we want people to pause and ask themselves, “what’s my Levi’s story?”
