British comedian, Hollywood red-carpet presenter and the creator and host of YouTube series, Chicken Shop Date, Amelia Dimoldenberg, lends her viral dance moves and dead-pan comedic style to a new Live in Levi’s® UK campaign film and social campaign.
Launching on 25th June on Levi’s® UK channels and in select stores, Amelia and Levi’s® new film titled ‘Dimz Dances in Denim’ follows Amelia as she shimmies through her home in three Levi’s® Spring Summer 2024 looks.
Proving you can most definitely dance in denim, the film depicts a day in the life of Amelia. Relaxing in Levi’s® Essential Sporty Tee, with the brand’s distinctive red lettering, Amelia turns on the tunes at home and is taken by the music. Moving from quirky shapes to shimmies throughout the dance sequence, Amelia pulls on her iconic Levi’s® Baggy Dad Jeans of the moment, in a classic blue wash, before changing into a Levi’s® Black Dreamy Tank with Levi’s® Black Mini Flounce Skirt. When the day is done, Amelia returns home with the ultimate accessory - a chicken nugget - in hand.
Throughout its history, iconic Levi's® garments have been lived in and loved by those pushing culture and society forward. Over the past decade, the Levi's® brand has launched Live in Levi’s® campaigns as invitations to move with purpose. The creatives, makers and visionary “doers” that move with purpose and push boundaries.
Amelia Dimoldenberg embodies this ethos, making her the perfect dance partner for the campaign. Her distinctive style of comedic interviews and content has changed the entertainment landscape for a new generation, leading the way in social media’s renaissance of new media formats.
The campaign video celebrates the true nature of what Live in Levi’s® means to her personally, merging Amelia’s dance moves with iconic denim, showcasing looks that stand the test of time (and movement).
‘Dimz Dances in Denim’ was conceived and produced by Margaret and directed by Kaj Jefferies. It was choreographed in collaboration with movement director Ted Rogers, who is currently an artist in residence at TKE STUDIOS Margate, with artist Tracey Emin.
