Lee® has unveiled the latest iteration of its “Workwear is Our Soul” campaign for the SS24 collection, emphasizing the brand’s enduring legacy of craftsmanship and its pivot towards highlighting the innovative spirit of London’s vibrant creative communities.
Lee® has nearly 130 years of history in pioneering denim and workwear that’s not only functional but also infused with a certain zeitgeist, capturing the essence of each era it traverses. The “Workwear is Our Soul” campaign is an extension of this heritage, presenting a fusion of classic aesthetics with modern dynamism, specifically through the lens of London’s diverse creative talents.
The London Creatives
The campaign shines a light on individuals who are reshaping the boundaries of creativity in London. Among these is Joseph Abe, a stylist and fashion designer known for his behind-the-scenes insights into celebrity fashion through social media platforms like TikTok and Instagram. His recently launched fashion label, BL4NCS, has already garnered attention from key figures in the UK music scene.
Shanti Celeste stands out as another notable name. Originally from Chile and now based between London and Bristol, Shanti is a DJ and music producer who has become a staple in the UK’s electronic music scene. She also engages in fashion, having launched her clothing line featuring original artwork during the lockdown—an endeavour that showcases her multifaceted creativity.
Lastly, Laura Klein brings a blend of fashion and interior design to the table. Her vibrant and playful approach to content creation has captured the hearts of many, earning features in notable fashion and interior design publications.
The SS24 collection itself is a nod to Lee’s roots in workwear, updated with contemporary cuts and lively colours. Key pieces include the Men’s Carpenter Coach Jacket and Cargo Pant in acorn with contrasting stitching, and the Women’s Loco Jacket in a relaxed fit ideal for versatile styling. Not to be overlooked, the refresh of classic overalls in poppy red and mid-blue adds a splash of colour to the utilitarian staple.
This series not only underscores Lee’s commitment to quality and durability but also aligns with a broader cultural shift. The rise of social media has democratized fashion and creativity, allowing individuals from various backgrounds to showcase their talents. Furthermore, the aftermath of global lockdowns has seen a surge in creators who adapt and innovate from makeshift studios in their homes or the vibrant streets of London, challenging traditional notions of where and how creative work happens.
Lee’s “Workwear is Our Soul” campaign for SS24 not only celebrates the brand’s foundational ethos of crafting purpose-built apparel but also aligns it with the pulse of contemporary urban creativity. As these London creatives blend tradition with boundary-pushing ideas, Lee positions itself not just as a witness but as an active participant in the evolution of workwear into a statement of personal identity and cultural commentary.
The campaign was photographed by Emil Levy and for more details on the collection and the featured creatives, visit Lee’s official website.
