Daily Front Row

2012 February 9

Levi's Hit Machine

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Len Peltier
Courtesy Levi's View Gallery

How many creative directors earned their very own Grammy and kicked it with The Rolling Stones? Len Peltier, for one. Five years ago, Levi’s VP of creative direction decamped from the music biz to helm the iconic American lifestyle brand, and February 15 marks its inaugural stroll down the catwalk. For all the dish, click your way to the full article!

How did you win a Grammy?
I started my career in advertising as the associate creative director of A&M Records, then I ended up at Virgin Records as creative director for 10 years. I was nominated twice for a Grammy and won once for a Suzanne Vega album package. At 26 years old, I was working with everyone from Lenny Kravitz to Janet Jackson and The Rolling Stones. I directed commercials as well, and I eventually left to pursue that full-time. 

How did you land at Levi’s?
I got a call from a friend of mine at Levi’s to see if I’d like to freelance. I’ve always been a Levi’s fan and worn 501s since I can remember. I was obsessed with the Levi’s commercials. As a commercial director, it was the ultimate get. Levi’s is one of those rare brands where you can do fashion, film, and music within one company.

What do Virgin Records and Levi’s have in common?
Imaging a product or brand and keeping it on target is almost identical to guiding the career and image of an artist!

How has the Levi’s aesthetic developed under your leadership?
It’s a broad, democratic brand, so the trick is to find a way to fit everything under an umbrella without watering anything down. Everything should be consistent, from our work wear to our more fashion pieces.