Levi’s / Khalid Collaboration

Levi’s Makes Its First Chino. Khalid Makes Sure It Lands.

Levi's is synonymous with denim. But when the brand launched its first-ever men's chino platform — the XX Chino — it needed a way to signal that this wasn't your dad's khaki. The partnership with Grammy-nominated R&B artist Khalid was the perfect bridge: youthful, confident, and stylish enough to make a non-denim Levi's pant feel like a no-brainer.

The creative direction captured a "day in the life" of Khalid in the Hollywood Hills, featuring some of his favorite people and things. The campaign leaned into fresh, vibrant color and a relaxed energy that reflected both Khalid's personality and the spirit of the collection. Shot by LA-based photographer Ro.Lexx, a close friend of Khalid's, the content felt authentic rather than produced. The work spanned social, digital, content, retail, print, and OOH — and carried across two seasons, expanding from the XX Chino launch into the XX Cargo and Stay Loose fits for Fall/Winter 2020.

Impact: The XX Chino launched at Levi's Haus Miami during Super Bowl week with a live Khalid performance and DJ sets, drawing attendees including Terrell Owens and Anwar Carrots. The campaign marked Levi's first serious push to diversify beyond denim into lifestyle. Covered by Hypebeast, Sourcing Journal, California Apparel News, Swagger, and MR Magazine. The XX Chino collection was produced through the Better Cotton Initiative, reinforcing Levi's sustainability commitments.

Role: Creative Direction