Marketing denim to women is no longer about sexuality and femininity, says creator of first Lee Jeans campaign to target Asian women

Lee Jeans targets womenLee Jeans is targeting women in Asia for the first time with a region-wide digital campaign called ‘Life is our canvas’.

The campaign, which will run in Hong Kong, Mainland China, Taiwan, the Philippines, Thailand, Vietnam, India, Malaysia, Indonesia and Australia, invites Lee fans to create a mash-up picture themselves, and then share it on social media. Those who share their creations stand to win prizes.

“The women’s category continues to be a growing part of the Lee business”, said Carmen Cheng, VP and MD, Jeanswear Asia Pacific, in a press release. “Through the ‘Life is our canvas’ campaign, we connect deeper with women and explore together with them.”

Joanne Lao, CEO of TBWA\Greater China, the agency behind the campaign, added: “Marketing denim to women is no longer about sexuality and femininity, it’s about being able to connect on a deeper level by understanding their aspirations.”

The campaign will run though until the end of October.


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