The New Yorker Jeans campaign, created in 2010 in a cellar vault in Germany, was a testament to Kai Stuht's ability to craft compelling visuals with minimal conceptual elements. For the global New Yorker campaign, he orchestrated the presentation of jeans using extravagant accessories and masterful lighting.
Initially met with strong criticism, the Love Letter campaign has since become one of New Yorker's flagship campaigns. Interestingly, it was later imitated by the jeans brand Replay. To this day, the Love Letter campaign stands out as a showcase for the New Yorker brand.