In celebration of the one hundred and fiftieth anniversary of Levi’s 501 denims, the model has named NewJeans, the beloved South Korean Okay-pop woman group as their new international ambassadors. The year-long partnership – spanning Spring/Summer season ‘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 progressive aesthetics. Recognized for his or her Y2K-inspired style combined with trendy tendencies, NewJeans have turn into idols for Gen-Z whereas demonstrating the affect of Okay-Pop on international style.
The group’s title, “NewJeans,” refers to their aspirations to turn into timeless icons of a brand new period, like denims, that individuals by no means turn into bored with 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 optimistic vitality and every member’s distinctive persona, all whereas carrying gadgets from the upcoming Levi’s Spring/Summer season 2023 assortment. The enduring group could be seen sporting the 501 ’81 and 501 Authentic in addition to Levi’s t-shirts, denim shirts and truckers.
Moreover, NewJeans will have a good time 501 Day on Might twentieth – the date in 1873 when Levi Strauss & Co. was granted a patent on the method of riveting pants – in Seoul with a stay efficiency.
All year long, NewJeans will proceed to have a good time the one hundred and fiftieth anniversary of Levi’s 501 denims and characterize the model as a worldwide ambassador.
