MANILA, Philippines—NewJeans, global ambassadors for Levi’s brand, celebrates the ongoing 150th anniversary of Levi’s 501 jeans, an enduring global style icon. The South Korean K-pop girl group and the brand extend the celebration with a campaign promoting authentic self-expression. Featuring a new range of 501 fits and seasonal looks, NewJeans and Levi’s encourage fans to personalize Levi’s 501 jeans to manifest their distinct style.
Collaborating with Haus Tailors and other Levi’s artist partners, the campaign showcases unique interpretations of classic 501 fits, illustrating the creative potential of 501 jeans for authentic self-expression. Levi’s Tailor Shops allow fans to add embroidery designs, patches, pleats, and embellishments to 501 Shorts, 501 ‘81 Jeans, 501 Cropped Jeans, 501 ‘90s jeans, and 501 Original jeans.
A brand film captures NewJeans selecting 501 options, customizing their pieces, and completing their looks with unique accessories. The film is available on Levi’s official YouTube page. Separate campaign films spotlight NewJeans showcasing expressive seasonal looks.
Image Courtesy of Levi’s.
For “cold weather” ensembles, the energetic essence of NewJeans members shines through in Ribcage Wide Leg Women’s Jeans, Low Loose Jeans, and Ankle Column Skirts against warm-colored backdrops. The girls transition seamlessly into summer vibes by wearing Baggy Cargo pants, 501 Shorts, and Baggy Dad Jeans against cool-colored backdrops.
Reflecting on the collaboration, NewJeans expresses satisfaction in partnering with a brand that marries an incredible legacy with a forward-looking vision. The campaign fosters a culture of discovery and expression, encouraging people to explore various ways to wear Levi’s 501 jeans and truly make them their own. Anticipating their fans’ exploration of the collection’s customization options at the Levi’ Tailor Shop, NewJeans is eager to witness the unique directions and creative interpretations fans will bring to the collection.
The 501 fits are now available on Levi.com.ph and Levi’s Stores.