Singapore – In celebration of its 501 jeans’ 150th anniversary, global clothing brand Levi’s has named popular South Korean girl group NewJeans as its newest global ambassador. The year-long partnership – spanning Spring/Summer ‘23 and Autumn/Winter ‘23 – will include a new campaign featuring the brand, concerts, and appearances.
To kick off the partnership, Levi’s will release a brand campaign featuring NewJeans that celebrates the group’s positive energy and each member’s unique personality, all whilst wearing items from the upcoming Levi’s® Spring/Summer 2023 collection.
Additionally, NewJeans will celebrate 501 Day on May 20th – the date in 1873 when Levi Strauss & Co. was granted a patent on the process of riveting pants – in Seoul with a live performance.
According to Levi’s, the five-member girl group is perfectly placed to be the brand’s ambassador as they represent ‘youth and timelessness’.
“NewJeans is a talented group that has looked to the past for inspiration while boldly blazing their own unique future in culture. 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,” said Chris Jackman, vice president of global brand marketing at Levi’s.
Meanwhile, NewJeans expressed their excitement over the partnership, stating, “We’re honoured and thrilled to represent Levi’s, a timeless brand that literally created the world’s most iconic new jeans while constantly looking towards the future.”
The group also added that because of the brand’s support for youth culture and their admiration for Levi’s, the partnership is something that came naturally.
Throughout the year, NewJeans will also continue to celebrate the anniversary of Levi’s 501 jeans and represent the brand as a global ambassador.
NewJeans is a K-Pop girl group featuring members Minji, Hanni, Danielle, Haerin, and Hyein, with music that spans forward-thinking reimaginings of 2000s sounds with singles “Attention,” “Hype Boy”, “Cookie”, and most recently, “Ditto” and “OMG”, which both entered the Billboard Hot 100 this year.
Previously, parent company Levi Strauss has also announced a slew of commercial endeavours around East Asia, including the launch of new stores and new in-store services throughout the region.