In the world of denim, Levi’s takes a step backward and forward at the same time: this is how Blue Tab™ is born, the new premium collection that showcases the excellence of Japanese denim with a contemporary outlook. But it’s the campaign shot by Juergen Teller that makes the difference: a series of ironic and impeccably composed images, capable of capturing the identity of the collection with the visual spontaneity that has always defined the German photographer.

Teller’s shots are set inside a traditional Japanese sentō, an intimate and ritual space that becomes a sort of sanctuary for the cult of craftsmanship. The refined silhouettes, sculpted volumes, and almost surgical precision of the stitching interact with tiled walls, steam, and worn wood. Every shot is a tribute to imperfect beauty, to the balance between classicism and disruption, between heritage and vision.

The Blue Tab™ collection is in fact the result of meticulous research by the American brand: Japanese denim from iconic mills like Kaihara, cuts inspired by military workwear, and tailored reinterpretations that transform American tradition into something new.

For men, the collection features pieces like the Naval Sack Coat with donut buttons and the cropped Type I Jacket, while for women, the standouts are the Mariner Peacoat and the Shank Trucker, with structured details and bold proportions.

Each piece is designed to express a sophisticated vision of denim, far from any banal nostalgia. There’s nothing retro about Blue Tab™: instead, there’s an awareness of the value of time, material, and form. And above all, there’s a strong visual statement, which Juergen Teller has been able to translate into impactful and, as always with Teller, perfectly ironic images.

Read also: 7 1/2: Juergen Teller’s new exhibition in Italy will be in Sabbioneta