Levi's, the iconic American denim brand, has selected K-pop group New Jeans as its Global Ambassador to celebrate the 150th anniversary of the birth of the 501 jeans. Comprised of Minji, Hani, Daniel, Haerin, and Hyein, New Jeans quickly captured the hearts of Gen Z with their futuristic concept and unique style, a blend of Y2K-inspired fashion and modern trends. In this article, we'll dive deeper into Levi's and New Jeans' partnership, their collaboration, and how it will influence global fashion.
New Jeans' Rise to Fame
New Jeans made their debut in July of last year with "Attention" and "Hype Boy," which made a significant impact on the K-pop scene. The group then promoted their music extensively, releasing subsequent singles like "Ditto" and "OMG," which were well-received by fans. Six months after their debut, they made it to the US Billboard "Hot 100," showcasing their global appeal.
In addition to their music, New Jeans are popular among fans worldwide for their innovative style, which exemplifies the spirit of Levi's in pursuing timelessness without going out of style. The group has become a representative idol of Gen Z and is said to have influenced global fashion trends.
Levi's Partnership with New Jeans
Levi's has always been known for its iconic 501 jeans, which have been cherished by people of all ages for decades. To celebrate the 150th anniversary of the 501 jeans, Levi's chose to partner with New Jeans as their Global Ambassador.
"We are honored and thrilled to be partnering with Levi's, the timeless brand that epitomizes the world's most iconic jeans and looks to the future," said New Jeans. "Their unwavering support for youth culture and brand identity, which has led for 150 years, has led us to a natural partnership."
A Levi's official stated that they arranged a meeting with New Jeans as the first step to appeal to the brand identity to the Gen Z generation while commemorating the 150th anniversary of the 501 jeans. As they have a free and hip sensibility and exude bright energy, Levi's plans to undertake various performances and exciting projects with New Jeans as brand ambassadors.
Levi's and New Jeans Collaboration
In the Levi's and New Jeans campaign, they showcased the MZ generation's desire for a stylish look by wearing a variety of products, such as 501 original jeans, 501'81 jeans, T-shirts, denim shirts, and jackets. All members exhibited professionalism, posing and making facial expressions suitable for each outfit. After the shoot, they will perform live with New Jeans in Seoul to celebrate 501 Day on May 20, 1873, when rivet process jeans were patented.
Levi's campaign images and videos featuring New Jeans, who lead the trend in a unique style, will be released sequentially, and they will continue to participate in various activities as global ambassadors. With their combined influence, Levi's and New Jeans aim to appeal to the brand identity of the Gen Z generation while commemorating the 150th anniversary of the 501 jeans.
Levi's partnership with New Jeans as their Global Ambassador is a significant move for the iconic denim brand, as they aim to appeal to the Gen Z generation and commemorate the 150th anniversary of the 501 jeans.
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