Levi’s launched last week ‘Denizen10’, a new apparel brand specially designed for the Asian markets (‘denim’ and ‘zen’, see what they did here).

Its first-ever product launched outside of the US is targeting young, middle class Asian consumers between the ages of 18 and 28 – and what better way of targeting them than hiring ten of them to blog?

The 10 lucky ones have been selected from China, Hong Kong, Singapore, South Korea and India to represent the rising Asian generation – and also cleverly to support ‘Denizen’ which, after launching in China last week, will subsequently expand to Singapore and South Korea.

This 100-day innovative pan-Asian social media campaign appears to be rather audacious given that the bloggers have been given total editorial freedom and only asked to ‘share their experiences and thoughts’ – topics are suggested but not imposed and their blogs aren’t linked to the official brand website.

Is this why the Head of Corporate Affairs at Levi Strauss Asia-Pacific division said that Denizen10 wasn’t part of their official marketing plan? “Denizen wants to provide a social media platform that speaks from grass-root level and represents the youth 24/7”, he also added, un-marketingly.

Professional models weren’t hired for the launch of the first collection in Shanghai but bloggers, musicians and friends of those involved with the campaign – people who could be identified as ‘regular people’ – well, if this isn’t marketing then…