Asia Pacific – Lee Jeans has introduced the “The Best Stories Happen in Jeans campaign”, its latest Asia Pacific campaign that celebrates spontaneity, freedom, and authenticity.
The campaign presents denim as the backdrop for unscripted moments such as late-night conversations, impromptu road trips, and early morning adventures.
It reinforces Lee’s positioning as more than a denim label, portraying its jeans as companions for urban life and everyday experiences.
Chinese actor Zhang Linghe has been appointed APAC Brand Ambassador and appears in a series of visuals and films for the campaign.
He said Lee jeans made him feel free and unrestrained, noting that the rooftop shoot reflected his personality and captured unfiltered moments with friends.
The Retro Straight, a high-rise, straight-leg fit, is featured as the campaign’s hero style.
Combining vintage appeal with modern comfort, it is presented as a versatile option for classic, polished or casual looks.
The campaign is being activated across Asia Pacific from September 2025 through digital, social and retail channels.
