Photo: Instagram

Alicia Keys is the new brand ambassador for Levi’s jeans, and she already has a new motto for the denim brand.

“My personal jeans slogan is, ‘If it ain’t tight, it ain’t right,’ ” Keys said to The New York Times. “It’s my motto.” She shared her new campaign on Instagram, wearing a pair of dark skinny jeans and her go-to leather jacket, and captioned the shot, “I find that when I see women that are comfortable in their skin… whatever that is, however that is and whatever way that manifests itself… it’s beautiful! #LiveInLevis.”

Naming Keys as the brand’s new ambassador is the latest in Levi’s aim of reinventing itself  in a market over saturated with designer jeans. The company is completely rethinking its approach to denim and has made some significant changes to their design, including larger back pockets, new branding and adding stretch in their fabric.

Photo: Instagram

Keys is already the face of Givenchy’s fragrance Dahlia Divin, but that is not stopping her from adding to her fashion resume, and the mother of two is definitely loving the new fit of the 501s she is rocking in the ad.

“It’s so much better because the stretch is really comfortable,” she said. “You don’t have to lie on the bed to get them up. You know, I’m a very shapely woman, and often a lot of fashion does not seem to celebrate a shapely woman. But that courtesy should be present in everything we wear.”

Along with a print campaign, Levi’s will also roll out a video for television, digital and movie theaters, starring Keys and her new song “28,000 Days.” The print ads will also feature new music talent Ryn Weaver and the Ibeyi twins.

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