Levi’s

I Shape My World

Skill speaks louder than gender.

A person wearing white sunglasses and earrings stands with binary code projected in various colors onto their body and background, creating a digital and futuristic atmosphere.

Insight

People tend to lead with female labels and descriptors when referring to women’s titles and achievements: “female activist”, “female director”, “female driver”.

It’s true that women bring a unique perspective to any table they sit at. However, more focus needs to be on the incredible skills and talents that got them there.

A person with short, light-colored hair is wrapped in a glowing blue neon light, wearing a puffy jacket, and standing against a tiled wall in a dimly lit setting.
A woman in a denim shirt sits at a desk working on a laptop at night, with an open book, a desk lamp, a coffee cup, and a smartphone in front of her. Bookshelves are visible in the blurred background.
Five young women sit together outdoors on a bench, holding skateboards and smiling. They appear relaxed and happy, dressed in casual and colorful clothing, with trees and a clear sky in the background.

Idea

In line with International Women’s Day, Levi’s I Shape My World is an ongoing global initiative that celebrates achievements, taking a stand to discourage the use of gender labels.

The work includes a series of sharable online content featuring stories of real women. Levi’s teams all over the world have localised the message in their respective markets and ignited local participation through social media, events, and a universal hashtag #IShapeMyWorld.

Split image: On the left, a smiling Black woman in glasses and red earrings stands against a red background with text I’m not a female computer scientist. On the right, a white-blonde woman in a blue jacket stands against light blue with Don’t call me a female producer.

Impact

Levi’s teams worldwide have seized the chance to introduce the conversation at a local level, further amplifying and expanding the reach and scale.

The use of the #IShapeMyWorld hashtag has resulted in global awareness and an outpouring of responses. Together, we are setting a behaviour change in motion to bring women everywhere full recognition deserved – no qualifiers, no exceptions.

A person with pink hair, wearing a patterned shirt and overalls, skateboards on the edge of a ramp at an outdoor skate park surrounded by trees under a sunny sky.

The Drum

Levi’s and AKQA continue ‘I Shape My World’

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A person inserts a small device labeled Jacquard into the cuff of a blue denim jacket.
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I Wanna #Liveyoung

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