Levi's Jeans 1971

This original 1971 poster was created by Ida van Bladel, then art director at the Young & Rubicam agency in Brussels, for the European market of Levi’s. It has since become an iconic image, emblematic of the spirit of freedom that defined the early 1970s.

Designed during a time of major cultural shifts, this advertising campaign boldly reflects the social transformations taking place among youth. Referencing the sexual liberation movement of the late 1960s and early 1970s, the poster positioned Levi’s as a brand deeply in tune with the values of self-expression and modernity.

More than just an ad for denim, it captures a moment when jeans became a powerful symbol of identity, worn by a generation seeking freedom, equality, and authenticity. The campaign illustrates Levi’s ability to embrace the codes of counterculture while asserting its place in the global fashion landscape.

This work by Ida van Bladel stands as a true artifact of its time, showcasing the powerful blend of graphic design, cultural rebellion, and bold marketing. It remains a landmark in the history of advertising and youth fashion.

Mode - Publicité - Nu

Vita Nova Holland

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