Terry Richardson for Lee Jeans
fall/winter 2011/12

The people's wish and a jeans slogan

In May 2011, the American jeans brand Lee (since 1889) announced the new Fall 2011 campaign 'A Lee Don't Lie', photographed by Terry Richardson with prominent models like Elvis Presley's grand-daughter Riley Keough and male model Isaac Weber. The SS2011 slogan 'A Lee Don't Lie' was so successful that Lee decided to spread the message of 'truth' for its 122 years tradition with the same words even in Fall 2011. Lee has found out that the slogan evoked very positive reactions at the retail and the consumers, who are in our times constantly confronted with uncertainty and sometimes not reliable cost cutting strategies.

''We have seen an incredibly positive reaction to the SS11 campaign from our retail partners and importantly our consumers, who have been exposed to the campaign via a wide range of channels. We feel that the clean, unfussy images are the perfect vehicle...'' states Nadia Kokni, responsible for consumer marketing.

fig.: Isaac Weber and Riley Keough (daughter of Lisa Marie Presley) in Storm Rider and Sherpa Rider jackets in the 'A Lee Don't Lie' Fall 2011 campaign photographed by Terry Richardson for Lee Jeans. Photos: (C) Terry Richardson.


Source: Original article with images on http://www.fashionoffice.org/culture/2011/lee5-2011.htm.

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