Old Navy’s Maximal Denim campaign stars Precious Lee in a glam-meets-grit tribute, blending ’50s and ’90s vibes across TV, OOH, and social.
From Glam to Grit: A Denim Revival
Old Navy pays tribute to its most iconic category—denim—with Maximal Denim, a campaign that’s as choreographed as it is charismatic. Starring supermodel Precious Lee, the campaign leans into bold, expressive styling by Dara, and is directed by the visionary Philippa Price.
The visuals blend 1950s glamour with 1990s attitude, creating a punchy celebration of denim’s timeless role in American fashion. It’s not just an ad—it’s a performance.
Maximal Denim Hits the Streets and Screens
The campaign comes to life across TV, social media, and out-of-home advertising, making denim the center of attention. From bold billboards to punchy Instagram clips, Maximal Denim exudes high energy and unmistakable confidence.
Wall Street Meets Blue Jeans
In celebration of its 30th anniversary, Old Navy also brought Maximal Denim to the iconic New York Stock Exchange. It’s a bold move—placing denim in the spotlight where finance usually reigns—emphasizing just how integral the brand’s legacy has become.
From the trading floor to fashion-forward fans, the message is clear: Old Navy denim is here to stay.
Celebrating Culture Through Fabric
This campaign goes beyond jeans—it’s a statement about cultural relevance, staying power, and self-expression. Old Navy’s choice to celebrate through maximalism, movement, and powerful casting makes Maximal Denim a standout in this year’s OOH campaigns.
