Dev Hynes Takes the Reins and Plays with Tensions in Levi’s New Campaign
by Adriano Batista
Levi’s has a new campaign for its Spring/Summer 2026 collection. Instead of a traditional director, the brand gave creative control to musician Dev Hynes.
The idea was to explore a specific tension in style: the space between polished and raw. Hynes, who works under the name Blood Orange, was a natural fit. His music and his personal style both embrace this kind of contrast.
Levi’s sent Hynes a selection of pieces from the new line. He worked with photographer Katharina Korbjuhn to style and shoot the campaign in Los Angeles. The visuals were inspired by his song “Somewhere in Between.”
The resulting images show Hynes wearing the clothes his way. He layers a leather aviator jacket over a boxy hoodie. He mixes a baggy jean with preppy textures. The settings shift from a curated studio to unplanned moments, like playing a cello on a street corner. This mix reflects the push-and-pull of the collection itself.
The campaign’s language also came directly from Hynes. In an informal phone call, he shared his unscripted thoughts on dressing with contradiction. This conversation became the foundation for the campaign’s message, which is that interesting style comes from unexpected combinations.
The collection focuses on a mature grunge feeling. It includes pieces like the 578® Baggy jean, the Authentic Button Down shirt, the Clayton Leather Aviator jacket, and the Hayes Boxy Hoodie. The clothes pair washed, oversized shapes with crisp details.
Check it out below:
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The full range is available worldwide this January on the Levi’s website, app, and in select stores.
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