The brand is seeking to strengthen its positioning as a superior, imported label. The campaign highlights the garments and lifestyle associated with the jeans brand, according to Triangle Pacific, which created the advertising.
The agency said the campaign departed from the category's norm of featuring models and celebrities. Its executive creative director, Rodney Tam, said too much emphasis had been placed on celebrities to promote brands.
"In the past, most of the brands in China used foreign celebrities to attract consumers' attention. However, I believe that this isn't the only solution, said Tam. "Locals are starting to accept their identity of being Chinese. This creative strategy allows consumers to imagine themselves as the invisible model."