In celebration of the a hundred and fiftieth anniversary of Levi’s 501 denims, the model has named NewJeans, the beloved South Korean Okay-pop lady group as their new world ambassadors. The year-long partnership – spanning Spring/Summer ‘23 and Autumn/Winter ‘23 – will embrace a brand new marketing campaign that includes the model, live shows and appearances.
NewJeans – an all-girl group that includes members MINJI, HANNI, DANIELLE, HAERIN, and HYEIN – has stolen the hearts of Gen-Z with their forward-thinking reimaginings of 2000s sounds seamlessly blended with Okay-pop. NewJeans has earned followers worldwide for his or her modern aesthetics. Known for his or her Y2K-inspired style combined with fashionable developments, NewJeans have develop into idols for Gen-Z whereas demonstrating the affect of Okay-Pop on world style.
The group’s title, “NewJeans,” refers to their aspirations to develop into timeless icons of a brand new period, like denims, that individuals by no means develop into uninterested in placing on. No denims have been extra timeless than Levi’s 501 Originals.
To kick off their partnership, Levi’s will launch a model marketing campaign that includes NewJeans that celebrates the group’s constructive power and every member’s distinctive persona, all whereas carrying gadgets from the upcoming Levi’s Spring/Summer 2023 assortment. The iconic group could be seen sporting the 501 ’81 and 501 Original in addition to Levi’s t-shirts, denim shirts and truckers.
Additionally, NewJeans will have fun 501 Day on May twentieth – the date in 1873 when Levi Strauss & Co. was granted a patent on the method of riveting pants – in Seoul with a reside efficiency.
Throughout the yr, NewJeans will proceed to have fun the a hundred and fiftieth anniversary of Levi’s 501 denims and characterize the model as a worldwide ambassador.