Levi Strauss & Co. has turned to the world of social media and Snap for its latest head of promoting. 

The denim giant named Kenny Mitchell senior vice chairman and chief marketing officer of the Levi’s brand starting June 5. 

Most recently, Mitchell was chief marketing officer at Snapchat parent Snap, where he led the expansion of the corporate’s global community, promoting base and developer partners. Before Snap, he held executive positions at McDonald’s USA and Gatorade for a brand-building profession spanning greater than 20 years.  

Mitchell will report back to president Michelle Gass, who’s preparing to take over the role of chief executive officer from Chip Bergh and is currently running the namesake business.

Gass said: “Kenny is well known as an modern marketing leader and talent builder, with a formidable track record of growing global brands and pioneering digital marketing strategies to speed up value creation. It is very fitting to have someone of his exceptional caliber join our Levi’s team on this milestone 12 months, further positioning us for long-term growth and operational success as we have fun the a hundred and fiftieth anniversary of the 501 jean and the a hundred and seventieth 12 months of the corporate’s founding.”

Mitchell added: “I actually have long admired the enduring global relevance of Levi’s as each a quintessential apparel brand and cultural icon. It’s an honor to be a part of shaping the longer term of the best story ever worn.”

Given just how necessary social media has turn out to be — to marketing and consumers — it is smart that fashion would look to herald talent from that sector’s key players. 

Levi’s isn’t alone in that impulse. 

Shortly before Mitchell’s appointment was announced on Thursday, Farfetch tapped former TikTok marketing head Nick Tran to be its chief marketing officer.  

That sets up an interesting moment of reverse osmosis in fashion marketing — where marketing executives have long needed to determine social media. Now, the industry will get to see what that appears like in reverse with high-powered social media experience translating into fashion.