• Business

Levi’s Recruits Alicia Keys to Sell Women’s Jeans

2 minute read

The iconic maker of jeans is debuting a new women’s collection that covers a range of styles for different body types, and the company has minted a new brand ambassador to lead the way.

The collection, which can be seen on Levi’s website, will be a part of a marketing campaign that is said to be the company’s largest-ever effort aimed at women since it debuted its first pair of women’s jeans in 1934, according to Ad Age.

To launch the collection, Levi’s have enlisted the help of singer Alicia Keys to be a part of their campaign. She’s the star of a launch spot that uses her latest song “28,000,” and has her proclaiming that “all women are naturally badass”:

The new collection is said to be a result of two years of research, according to the New York Times, and will feature material flexibility that’s almost comparable to those found in yoga pants: “The one comment that came up in every interview was that fabric and feeling is now as important as fit,” Karyn Hillman, the chief product officer at Levi Strauss & Company, told the Times.

The launch comes after a study conducted by research firm NPD found that sales of women’s jeans dropped 5.5% to $7.9 billion in the 12 months through April, according to WWD.

More Must-Reads from TIME

Contact us at letters@time.com