The models were photographed in their everyday surroundings and their own words have been used for the copy on the ads. The five executions include lines such as, "I feel I look good", "I have never needed a mirror to know they fit" and "I believe in love at first touch".
The ads were shot by fashion photographer Glen Luchford and will appear in September issues of fashion magazines.
Rosie Arnold, BBH's creative director, said: "While we were thinking about how to express the campaign concept -- the confidence that great-fitting jeans give you -- we were lucky to meet some visually impaired people who are active in the creative industry."
"We had some really stimulating conversations with them about how, as sighted people all we think about is how we look and sometimes we position look over comfort, fit, feel and fabric. Blind and partially sighted people on the other hand have a completely different way of choosing clothes."
Media was planned and bought by Starcom.
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