Levi’s® unleashes a bold new campaign, starring BamBam

Levi’s® Southeast Asia kicks off the holiday season in full blast with its global campaign “IT’S BAGGY SEASON,” now with a regional twist. Launched on Oct. 13, the campaign is fronted by artiste and global icon BamBam, taking the role of Levi’s® Southeast Asia Baggy Ambassador. 

The campaign celebrates Levi’s® Baggy Family, showcasing a range of effortlessly cool baggy silhouettes. 

Bambam brings bold, effortless style

Spotlighting the 578® Baggy, BamBam’s style strikes the perfect balance between ease and edge, bringing street energy and polished flair to Southeast Asia.

Baggy isn’t just a fit. Levi’s® makes a statement with BamBam, embracing bold, unapologetic styles that work from the red carpet to everyday life.

No one brings the energy better than BamBam, who knows exactly what Baggy means—and what it moves. 

“For me, baggy jeans are more than comfort—they’re character. The oversized fit, the bold cuts, the freedom they give me,” he said. “They hold space, take space, and turn any street into a runway. That’s why baggy dominates, whether I’m in the studio, on stage, or off-duty.”

Visuals draw attention to exaggerated silhouettes, confidence, and effortless cool with emphasis on negative space to express freedom— positioning baggy denim as a bold expression of style and movement. 

From high-contrast street shots to relaxed, lived-in moments, BamBam embodies the spirit of bold ease that defines this new wave of denim fit.

Style for everyone 

Not just for men, Levi’s® also redefines the barrel jean for women, featuring the Baggy Dad Barrel—a slouchier take on a universally flattering silhouette. 

The fit offers a relaxed mid-rise and a distinct curved outseam, crafted with knee darts to accentuate leg shape, styled in a signature denim-on-denim for a street smart, cool-girl vibe. 

Fashion and style tastemakers are at the heart of this campaign—those who want both comfort and statement, movement and presence. 

IT’S BAGGY SEASON invites fans to show up exactly as they are, in fits that move with them and express their individuality. 

The campaign has launched across Levi’s® social channels, website, and retail stores, with reels, IG stories, and guerrilla-style street visuals showcasing BamBam’s effortless swagger in Levi’s® 578® baggy and the women’s Baggy Dad Barrel style. 

The campaign runs until January 1, 2026. To explore the campaign and Levi’s® Baggy Family, visit https://www.levi.com.ph/

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Editor’s Note: This article was provided by Levi's®.