To tell the story of the space between elegance and roughness at the heart of next season, Levi’s taps Dev Hynes, who has always worked through contrasts. For the new Spring/Summer 2026 campaign, the brand hands creative direction to the musician, producer, and mind behind Blood Orange, turning the dialogue between grunge and preppy into a visual narrative about tension, overlap, and fluid identities.

The starting point is so-called grown-up grunge: an aesthetic that takes the roomy, worn-in silhouettes associated with the Nineties and sets them against pieces with a cleaner, more constructed feel. Hynes interprets a selection from the SS26 collection by mixing iconic items in a deliberately unconventional way, pairing button-down shirts, baggy trousers, and structured outerwear with hoodies, cardigans, and textures that feel decidedly more raw. It’s a balancing act that perfectly reflects his creative approach—always suspended between refinement and instinct.

Shot in Los Angeles with photographer and long-time collaborator Katharina Korbjuhn, the campaign alternates editorial-style sets with more spontaneous, almost stolen moments. Between a studio shoot and an improvised cello performance on a street corner, the images convey a sense of intimacy and process, amplified by videos and conversational content built around Hynes’ own style notes. The musical reference is no coincidence: the visual atmosphere dialogues with Somewhere in Between, a track from his latest album Essex Honey, reinforcing the idea of an artistic identity that lives precisely in the in-between space.

More than a simple campaign, Levi’s’ project reads like an open reflection on how style can be born from friction, from unexpected combinations, and from a certain dose of conscious imperfection. An invitation to wear contrasts—and let them become part of us.