In collaboration with photographer and creative director Mark Seliger, Lee launches its fall-winter 2022 advertising campaign. Individuals who have forged their path and done the unexpected star in the campaign for Lee Originals. The ad for the current season features singer-songwriter Tai Verdes, actor Deaken Bluman, and model and snowboarder Cherokee Jack.
Lee Originals Fall/Winter 2022 Campaign
Mark Seliger not only photographs the Lee Originals campaign but also oversees its creative direction. Seliger collaborates with costume designer and stylist Arianne Phillips to create the new advertising. The season honors those who face minor and significant situations in their life with equal parts courage and hope.
“This campaign embraces those moments where denim and self-expression merge,” explains Mark Seliger. “Casting was important–I wanted multi-faceted individuals who may be well known but feel very familiar and real.”
Mark Seliger discusses the creative approach to the Lee Originals advertisement: “We created a storyline for each character and gave them the space to put their stamp on the film, and incorporated their personalities by using some of their own personal items.” The photographer reflects, “The result showcases that as they wear Lee they remain true to themselves and original.”
“We love a great story and this season’s cast of Originals has plenty of tales to tell,” says Brigid Stevens, Lee VP of Global Brand Marketing. For example, Stevens mentions how “Tai Verdes started working at a mobile phone retailer and now is performing on stages around the nation.” For Stevens, this shows how the season’s “cast has carved their own path and done the unexpected.”
