During the nascent years of denim, ad campaigns talked about the durability and longevity of the fabric. Later, with the growing populartity of the fabric, the campaigns talked about trends and fashion, establishing denim as a must-have. We explore some trend-setting campaigns from pioneer denim brands.

Headlight Overalls 1920 ad featured a railroad engineer wearing a denim overall dyed in genuine indigo fast blue dyes.


The Lady Levi’s 701 collection came in 1934. For decades, western women were wearing men’s 501 jeans while living the rugged life of the west alongside their men.


Levi’s mom jeans ad campaign came in 1983 that made an emotional appeal for the timeless, dependeable, uncomplicated qualities of the Levi’s 505 jean.


One of the Levi’s ad from 1924 represents that Levi’s copper riveted overalls were designed for miners, farmers, mechanic and cattle raisers.


Levi’s promoted slim fit, straight leg jeans for women in 1979 that were comfortable, smooth and flattering.


Levi’s Overalls Electric Rodeo Postcard featured Levi’s Electric Rodeo at Treasure Island from the 1939 Golden Gate International Exposition in San Francisco.


One of the Levi’s ad targetted at youngsters highlights that the fashion was under the influence of rock ‘n’ roll.


Bing Crosby was denied to enter a Canadian hotel because he and his friend were wearing denim. Later, Levi’s designed a tuxedo exclusively for Crosby that featured in the 2014 collection as a limited edition piece.


Wrangler promoted the silent W concept through its early advertising campaigns. The ads used say ‘Wremember the W is silent’ and ‘You have to look for the ‘W’ because its silent’.


In 1971 Wrangler started promoting the complete range including jeans, slacks, shirts, socks and western wear. One of the vintage ads from 1977 promoted the idea Wrangler thinks Americans should get what they pay for.


In 1996 Wrangler introduced smooth fitting jeans for women. The collection was made with 50 percent vyerone polyester and 50 percent cotton, in colours like white, blue, faded blue and wheat.


Launched in 1971, Jesus Jeans gained international popularity in no time. The credit goes to its controversial catchy lines like ‘He Who Loves Me, Follows Me’. The campaign was designed by Oliveiro Toscani – the same person who later did some great and infamous ads for Benetton.


In 1990 German supermodel, Claudia Schiffer posed for Guess in a series of popular black and white ads. Later, in 2012 the super model was again hired to spell the same magic for this iconic denim brand.


Anna Nicole Smith replaced Schiffer from the Guess ad campaigns in 1993 and posed for a series of sultry black and white photographs.


Calvin Klein introduced a provocative print advertising campaign in 1980 featuring 14-year old Brooke Shields. The said TVC “You want to know what comes between me and my Calvins? Nothing.” The jeans brand went on to become one of the hottest designer brands of the decade.


The above is one of the famous advertising campaign by the brand from nineties. The series of ads say that the whole era was defined by the bad boy American designers ‘sex sells’ vision.


Lee dungarees and workwear ads came in 1940s-50s that cast a spell across markets in a broad illustrator brush style. The ads were made to communicate with blue collar workers.


In 1970s Lee came up with a series of magazine ads featuring a man in front of a simple background and wearing one bold colour suite. The ad shows that Lee made a transition from workwear to business wear. These ads were non-controversial yet memorable.


One of its campaign in1978, Lee Jeans made an appeal to Americans craving a return to wholesome American values, for say, the return of the picnic basket and the retro Prince Charming set up.


James Dean’s Giant Poster came in 1956. It features Dean in great-fitting jeans slouching under his cowboy hat in the backseat of the old black car with his legs stretched, boot heels wandering on the back of the car’s front seat.