• by Fern Siegel , February 12, 2025

Silver Jeans wants to be the jeaners' jean of choice. That's why CEO Suzanne Silverstein and CMO Amy Pascal are repositioning the Canadian brand's U.S. presence.

To launch the company's first national campaign, it chose Levi Dylan, Bob Dylan's grandson, a model and actor who appeared in the movies "Mighty Oak" and "12 Mighty Orphans."

The spring campaign runs on digital outlets and social. It also features James Turlington, nephew of model Christy Turlington, Tara Lynn, Frida Aasen and Lameka Fox. 

Lipman Studio is the creative agency.

“We live in an age of honesty and truth, so I wanted the images to remain pure for the consumer to connect with and not something that’s ahead of itself. This campaign is only the beginning, the first step in expanding and articulating what is true to the Silver brand,” David Lipman told Agency Daily.

“Levi Dylan was my first choice to cast for the campaign. I love his name and look. When shooting the campaign, my main goal was to capture the essence of denim and the name ‘Silver’ and bring that vision to life. I want Silver to be the forefront identity of what it means to be a ‘jeaner,’ someone who has jeans in their DNA,” he added.

Western Glove Works, a family-owned company, owns Silver Jeans Co.

Lipman Studio client focus is luxury brands, such as David Yurman, Mercedes-Benz, Hudson and DeBeers.