A long-time leader of denim brands, Lee brings fuse their 120-year-old heritage with a modern edge for their latest campaign. Entitled ‘A Lee Don’t Lie’ the brand continues to highlight its own unique history, where "Lee is still Lee and always will be". Known for its honest, no-frills clothing, the label's S/S11 campaign features portraits of models as shot by photographer Terry Richardson. Capturing the realism of the Lee message, the three advertising visuals featuring actress and model Riley Keough reflect the fact that Lee clothing becomes an essential part of the daily wardrobe. A further cause for celebration is the opening of Lee's second ever standalone UK store. Opening in White City's Westfield shopping centre, the Lee shop will carry a Best Of selection of the denim brand's premium range of jeans and apparel. Well worth a visit!

‘A Lee Don’t Lie’ will launch in March 2011 across the EMEA region and will include print, outdoor, digital and in-store executions that will be phased into three stages during the year