Levi’s Holiday Campaign Steers Away From Denim

As the temperatures begin to drop, Levi’s is embracing warmth as more than a feeling this year – it's a way of showing up to those who need it most.

The brand has officially released this year’s holiday campaign, and it comes with a twist. In an attempt to reposition the brand as more than just denim, ‘Let’s Get Fuzzy’ places Levi's knitwear collection at the forefront of its campaign.

The campaign has been brought to life through a light-hearted, handmade stop-motion hero film with Fuzzyeti, or Gus, who journeys from a feared outsider to welcomed Christmas guest. 

Kenny Mitchell, Global Chief Marketing Officer at Levi’s, said: “Our Levi’s Let’s Get Fuzzy campaign was an opportunity to experiment with immersive and tactile world-building across retail, digital and social. Anchored by a film created entirely with stop-motion Claymation, it’s also a celebration of the craft and human creativity synonymous with the Levi’s brand.”

It’ll be old school this Christmas

The choice to use Claymation in the brand’s 2026 campaign pays homage to its 1995 ‘Clayman’ campaign,  which became the first ever full-length commercial made with Claymation. Now, the hero-film was crafted entirely by hand once again, and four hours of filming went into producing just a second of animation.

The campaign’s message centralises around the feeling of belonging, acceptance and finding a place at the table.

Launched worldwide 5 November, the campaign will feature across social, digital and in-store distribution.

‘Let’s Get Fuzzy’ also steers away from its denim range in an attempt to become a more generalised brand. 

Kenny adds: “Let’s Get Fuzzy is another step in our ambition to be the world’s leading denim lifestyle brand, putting into focus our range of sweaters as the perfect pairing to our iconic denim this holiday season and building on our ambition to grow across categories.”

More than denim

Since being founded in 1853, Levi’s has never stopped selling denim, and it’s grown into a reputable brand because of this.

Known best for its jeans, Levi’s is looking to create a head-to-toe look that opens the brand to a wider market, appealing to a larger customer base. The repositioning of the brand introduces tops, accessories and outerwear items, while never losing its denim heritage.

‘Let’s Get Fuzzy’ is more than a holiday campaign this year – it is Levi’s way of creating awareness around its new collections and breaking away from denim slightly to open more opportunities for the brand.

Who are Levi Strauss & Co's Key Partners?

Microsoft: In November 2025, Levi’s partnered with Microsoft to build a next-generation AI superagent. Chief digital and technology officer Jason Gowans said it supports reshaping Levi’s into a direct-to-consumer-first retailer focused on fans, with faster, smarter and more personal interactions.

Target: Target is expanding its Levi’s partnership to more than 1,000 stores by the end of 2026, adding 150 locations. One of its longest-standing national brand partnerships, it has grown from core value styles to Red Tab denim and lifestyle pieces.

Marks & Spencer: Levi’s joined the Brands at M&S platform in August 2026, rolling out men’s and women’s collections on M&S.com for shoppers in the UK and Ireland.