Unbutton Estelle


Estelle sang her way into my heart by teaming up with Kanye West on the American Boy track. Now, Levi’s has tapped the British hip-hop singer as part of its “Live Unbuttoned” campaign for the 501 jeans. The ad that reads: “Music represents life, everything you do and everything you’re about” is followed by an invitation to “unbutton” the songstress at Levis.com. The site offers free music downloads from Estelle and a dozen other up-and-coming celebrities. The denim house has high hopes that the music tie-in will encourage people to share the music with friends and give them a new perspective about the brand. In the age where content is king, Levi’s is definitely on the right track.