Liu Jeans

  • Client: Liu Jo
  • Project: Print Campaign
  • Task: Clearing the use of Steve McQueen

Italian retailer Liu Jo wanted an iconic personality from the world of cinema to represent the Lui Jeans Men’s Collection Fall-Winter 2010 campaign. Steve McQueen, the “King of Cool,” perfectly embodied the look of classic masculinity the company was looking for. Liu Jo’s agency, Klein Russo, reached out to GreenLight — which represents Steve McQueen’s estate — to attain rights to the icon’s likeness. The print campaign ran in Italy for three months.