In reference to the iconic book “Back in the Days”, which immortalised its collections on hip-hop youth of the 80s, Lee Jeans joins his author for his SS19 campaign “Back to Today”. With 130 years of expertise in denim industry, eager to articulate its new collection about its iconic hip-hop models, the label has browse its archives to extract the most old-school pieces to reinterpret them in a new contemporary version.
As a nod to its own story, Lee Jeans® turned to forward-thinking photographer Jamel Shabazz for the staging of this new collection. This specialist of the generational phenomenon constituted by the street culture in the 1980s chose to photograph this Spring-Summer 2019 collection in New York, in the same streets and same neighborhoods as those presented in his book, Back in the Days.
To celebrate the launch of the Spring-Summer Collection – and this attractive collaboration between Lee Jeans® and Shabazz – the “Back to Today” campaign will be featured in a limited edition book with the same title. A true ode to the hip-hop style of the 1980s and its contemporary reinterpretation, this book, conceived as a tribute to the album Back in the Days, will bring together the most beautiful photographs of the Lee Jeans® Spring-Summer 2019 campaign.