Introducing the face - and voice - of the new Levi's campaign: Alicia Keys.
The singer stars in the 'Live In Levi's' ads for the label's autumn/winter 2015 collection, which has been designed around the idea of women feeling strong in their denim. It uses cutting-edge fabric technology to help create the perfect fit.
'I’ve come to the revelation that I’m just a jeans girl at heart,' Alicia says.
'I feel the most confident, comfortable, sexy and strong in my jeans. Levi’s is for every woman... There is something for everyone.
'Much like music, Levi’s brings people together from all walks of life and cultures.'
She adds: 'When you are authentically yourself, you are so gorgeous and powerful.'
So behind the project is Alicia that she's quite literally lending her voice to it too, with 28,000 Days - a new track that will feature exclusively on the adverts.