In celebration of the 150th anniversary of Levi’s 501 jeans, one of the most enduring icons of global style and the original template from which all other jeans have descended, Levi’s brand has named NewJeans, the South Korean K-pop girl group, as its new global ambassadors.
The year-long partnership – spanning Spring/Summer ‘23 and Autumn/Winter ‘23 – will include a new campaign featuring the brand as well as concerts and appearances.
NewJeans – an all-girl group featuring members Minji, Hanni, Danielle, Haerin, and Hyein – has stolen the hearts of Gen-Z with its forward-thinking reimaginings of 2000s sounds seamlessly blended with K-pop.
After breaking out with the buzzy music video for its debut single “Attention,” NewJeans proceeded to challenge perceptions of their music with bold singles “Hype Boy” and “Cookie” from their self-titled debut EP. Its following singles, “Ditto” and “OMG” would enter the Billboard Hot 100 while further expanding its sound.
In addition to its music, NewJeans has earned fans worldwide for its innovative aesthetics. Known for their Y2K-inspired fashion mixed with modern trends, NewJeans have become idols for Gen-Z while demonstrating the influence of K-Pop on global fashion.
The group’s name, “NewJeans,” refers to their aspirations to become timeless icons of a new era, like jeans, that people never become tired of putting on. No jeans have been more timeless than Levi’s 501 Originals.
“NewJeans is a talented group that has looked to the past for inspiration while boldly blazing their own unique future in culture,” said Chris Jackman, Vice President of Global Brand Marketing at Levi’s. “As the group’s influence on the music industry and culture continues to grow, we’re excited to be a part of their journey and help NewJeans connect with fans globally in a fresh and authentic way.”
To kick off their partnership, Levi’s will be releasing a brand campaign featuring NewJeans that celebrates the group’s positive energy and each member’s unique personality all while wearing items from the upcoming Levi’s Spring/Summer 2023 collection.