True Originals live at the intersection of culture, self‑expression and progress. Our newest global brand campaign, “Behind Every Original,” brings that idea to life by spotlighting individuals who don’t just follow culture — they move it forward. From musicians and athletes to designers and artists, these ambassadors reflect the many ways originality shows up around the world.
Here’s a closer look at the faces beyond the backsides featured in the campaign and why they matter to us.
Doechii
A Grammy‑winning, boundary‑pushing artist, Doechii represents the creative fearlessness shaping a new generation. Blending sharp lyricism with genre‑fluid production and a bold sense of style, her rise to stardom reflects a wave of artists who are unapologetically themselves. Doechii stands out as someone shaping culture in real time, proving that originality isn’t about fitting in, but about being who you are.
ROSÉ
As a global superstar and member of K-Pop’s BLACKPINK, ROSÉ represents the rare intersection of local relevance and worldwide influence. With a sound and style that resonate deeply across Asia and beyond, she has helped shape a genre that continues to expand its cultural reach. Known for her emotional artistry and vast global influence, ROSÉ connects with audiences around the world while remaining deeply personal in her expression. Her influence spans music, fashion and culture, reflecting how artists today can move fluidly between local connection and global impact.
Shai Gilgeous‑Alexander
Reigning NBA MVP and champion Shai Gilgeous‑Alexander is redefining what it means to be a modern athlete. Celebrated for his performance and individuality both on and off the court, Shai has become known as one of the most fashion‑forward figures in sports, representing a new generation that blurs the lines between athletics, style and culture. He brings a quiet confidence to everything he does, proving that originality doesn’t need to be loud to be influential.
Questlove
Few figures have shaped modern culture as quietly and profoundly as Questlove. A multi‑Grammy Award winner, Academy Award‑winning filmmaker, DJ, producer and founding member of The Roots, his influence across genres, movements and moments has defined modern culture for decades. Deeply respected for both what he has created and how he has helped others move culture forward and drive progress, Questlove represents a different kind of originality: not emerging, but enduring.
Stefanie Giesinger
A Levi’s® partner and brand ambassador from Germany, model and influencer Stefanie Giesinger brings a personal, authentic take on style and originality. Her thoughtful approach to creativity is rooted in individuality and confidence rather than trends. This, coupled with her long‑standing partnership with Levi’s®, shows that originality is something lived, not performed.
Visit Levi.com and follow @levis on Instagram and TikTok to stay up to date on the “Behind Every Original” campaign.
