Silver Jeans Amplifies Denim Lifestyle With Rock ‘n’ Roll-infused Spring Campaign
For its 2025 spring campaign, Silver Jeans doubled down on its two most important assets — denim and silver.
“It’s a celebration of denim as a lifestyle,” said Suzanne Silverstein, chief executive officer of Silver Jeans and its sister brand Jag, which are part of the 104-year-old Western Glove Works, based in Winnipeg, Canada.
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In the campaign, denim-on-denim outfits take center stage with a jackets paired with jeans or a knee-length short, a denim bralette paired with short shorts and denim jumpsuits. Key for the season are trending styles with ultra-wide legs and the barrel leg, though classic staples are still in the mix including boyfriend fits, capris and skirts.
“We’re owning the color silver,” Silverstein said of the campaign. “You see silver in the props, the backdrops, the accessories, the mannequins, the limited-edition special pieces like the silver studded vest and silver studded jacket. Silver represents strength.”
The campaign, which officially launches Feb. 11, has a cast of celebrities and supermodels who could be considered “jeaners.”
“That’s someone who lives in their jeans, someone who has jeans in their DNA,” said David Lipman, the creative guru behind the new campaign.
The cast features Levi Dylan, the grandson of Bob Dylan; model James Turlington, the nephew of Christy Turlington; model Lameka Fox; plus-size model Tara Lynn, and Norwegian model Frida Aasen.
“I wanted to give a rock ‘n’ roll edge to the campaign for that jeaner,” said Lipman, noting that draping the cast in denim is another way to project a rock ‘n’ roll vibe. “Levi Dylan with my first choice because of his father and grandfather. They are rockers. Levi is always in jeans and he is such a beautiful soul.” A video shows Dylan sensually running his hand through his hair, strumming a guitar and giving a wink and a smile at the end, with some hard rock music in the background. The campaign was shot on the streets of New York City and in Lipman’s studio in SoHo.
“Lameka is amazing because she could wear denim in a different way — she gives a vibe of bluegrass and someone who’s in love with horses so there’s a natural connection to denim that way,” Lipman said.
“With Tara, I’ve always wanted to work with her. I love the beauty of her and she just embellished the denim and jeans so well,” he said. “James Turlington gives a different perspective for the jeans because he used to play baseball so brings a sports element. I worked with his aunt in the past and I loved working with him. And then there’s our blond rocker, Frida — she has a cool edge and takes me on a journey going to Fillmore East or the whisky bar on Sunset.”
Lipman was also involved in developing certain unique Silver Jeans styles, such as the denim bralette and Hot Pants in denim. “That’s a very normal part of what I do in creating an image for a brand,” said Lipman, who in years past has worked on campaigns for Burberry, David Yurman, Lord & Taylor, De Beers, Dior and Hudson, among other brands.
Lipman said the brand has never before “taken advantage of its name.”
“When shooting the campaign, my main goal was to capture the essence of denim and the name ‘Silver’ and bring that vision to life,” he said. “I want Silver to be the forefront identity of what it means to be a jeaner. The color silver played a huge part in the campaign, so we used silver accents throughout to connect the brand back to its name.”
Silverstein said: “This is the first campaign we’ve done of this magnitude and with someone of David’s caliber. He is a creative visionary, not just a photographer. We will be working with him as a creative partner on an ongoing basis.”
She described the campaign as relatable and editorial in a special way, though not a complete departure for the brand. “It’s like our coming-out party,” she said.
The time seems right for raising the brand’s profile, which in the past could have done a better job getting its story out. Since joining Silver Jeans last July, Silverstein has made her mark across a wide swath of the business to modernize it. The website and social media were relaunched, a greater editorial feeling was developed, inventories were brought in line, with some editing of fits and inseams while keeping the size range inclusive. Some new denim with soft and stretch characteristics was added.
With the new campaign, Silverstein said: “We’re amplifying why our products are different. We make premium denim but not at premium pricing, and most of our fabrics are exclusively developed with our suppliers.” The “core” of the collection is priced from $74 to $94.
Initially, Western Glove Works produced workwear but by the ’90s, the company evolved into producing private label for several of the industry’s biggest names in denim, including Calvin Klein, Gap and Wrangler. The private label business was eventually phased out and in 1991, Michael Silver launched Silver Jeans. Jag was purchased in 2013.
Silverstein credits the company’s longevity to the quality of the product, its inclusivity, its inherent value and the tenure of many of its employees, several of whom have been with the company for decades.
“We have three team members who together brings over 65 years of experience making Silver Jeans denim,” Silverstein said. “They know everything about denim.”
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