Lee JEANS "THE BEST STORIES HAPPEN IN JEANS" CAMPAIGN
Lee Jeans Launches "The Best Stories Happen in Jeans" Campaign
with APAC Brand Ambassador Zhang Linghe
#LeeJeans #LeeAPAC #TheBestStoriesHappenInJeans #ZhangLinghe
Lee Jeans, the iconic denim brand synonymous with urban adventure and effortless style, announces its latest brand equity campaign, "The Best Stories Happen in Jeans." The campaign celebrates spontaneity, freedom, and the belief that life's most unforgettable moments happen when we ditch the script. Chinese actor and style icon Zhang Linghe joins as the APAC Brand Ambassador, embodying Lee's bold, adventurous spirit.
Embracing the Unplanned Moments in Life
The "The Best Stories Happen in Jeans" campaign captures the essence of unscripted living - from midnight curb-side conversations to impromptu road trips and 4am adventures. These are the moments that feel most authentic when lived in a trusted pair of jeans.
Lee Jeans has always been more than just denim—it's a passport to urban adventure, designed for those who move freely through life's unpredictable journey. The campaign invites everyone to "throw on a pair of jeans and let spontaneity lead” because the best stories are written in denim.
Zhang Linghe: The Face of Modern Adventure
As the APAC Brand Ambassador, Zhang Linghe brings his dynamic energy and contemporary style to the campaign.
"I always feel free and unrestrained when I put my Lee jeans on," says Zhang Linghe. "That really fits my personality – I don't like being boxed in. The rooftop scene during our shoot perfectly captured this spirit – being up there with friends, completely unfiltered and free, while wearing Lee jeans made everything feel even more relaxed and true to myself."
The campaign will feature Zhang Linghe in a series of visuals and films that showcase these authentic, unplanned moments, highlighting how Lee Jeans moves with you through every unpredictable twist of life.
Signature Style: The Retro Straight
The campaign's hero look features Zhang Linghe in Lee's Retro Straight jeans, a modern revival of a timeless silhouette that never really left.
The Retro Straight jeans offer vintage style with modern touches, featuring a high-rise waist and straight leg. This versatile fit works with any look—pair it with a tucked-in tee and leather belt for classic style, an oxford shirt and loafers for polished look, or an oversized hoodie and high-top sneakers for a streetwear vibe. Designed for comfort and movement, these jeans prove you don't have to choose between style and ease.
The "Best Stories Happen in Jeans" campaign launches on September 1, 2025. Follow @LeeJeansHK for campaign updates.
This Collection is available in following stores:
📍 Counter 2-03, 2/F, Citistore KOLOUR Tsuen Wan II, Tsuen Wan
📍 Shop 137, Level 1, MOKO, Mong Kok