MANILA, Philippines—As Levi’s global ambassadors, NewJeans has been celebrating the enduring legacy of Levi’s 501 jeans during its 150th anniversary, an iconic symbol of global fashion and the original blueprint for all jeans. This South Korean K-pop sensation, adored worldwide, is teaming up with Levi’s® to extend the celebration with a fresh campaign that champions the power and joy of genuine self-expression.
Introducing a new lineup of 501 fits and seasonal styles, NewJeans and Levi’s invite fans to showcase their unique style by exploring various ways to personalize Levi’s 501 jeans and truly make them their own. Collaborating with Haus Tailors and other Levi’s artist partners, the campaign showcases imaginative interpretations of classic 501 fits, demonstrating the limitless creative possibilities these jeans offer as a canvas for authentic self-expression.
Image Courtesy of Levi’s.
At Levi’s Tailor Shops, fans can add their own embroidery designs, patches, pleats, and embellishments to 501 Shorts, 501 ’81 Jeans, 501 Cropped Jeans, 501 ’90s Jeans, and 501 Original Jeans. With exclusive embroidery designs and patches from Japanese and Korean tailors, including Harajuku Tailor Shop and Garosugil Tailor Shop, fans can visit Levi’s Tailor Shops to craft entirely unique 501 interpretations.
For those seeking a vintage and well-loved look, 501 Original Jeans can be transformed to appear comfortably worn-in and thrifted, or styled ultra-baggy. Naturally, fans from all walks of life are encouraged to mix and match pieces to curate their distinct and personal fashion statements.
As part of the campaign, a lively brand film showcases NewJeans selecting and customizing their 501 choices, adding unique accessories, and fashioning their distinct looks, inviting viewers to ponder, “How will you wear yours?”
Additional campaign films feature NewJeans showcasing their seasonal styles. For “cold weather” looks, NewJeans members exude free-spirited energy in Ribcage Wide Leg Women’s Jeans, Low Loose Jeans, and Ankle Column Skirts against warm and textured backdrops. Similarly, they channel their essence in Baggy Cargo Pants, 501 Shorts, and Baggy Dad Jeans against cool-colored backdrops, evoking a summer vibe.
NewJeans expressed their excitement about partnering with Levi’s, a brand rooted in history yet forward-looking. They encourage people to explore and express their unique style by demonstrating various ways to wear Levi’s 501 jeans and make them their own. Fans are invited to personalize their collection at the Levi’s Tailor Shop, sparking unique fashion directions and creative interpretations. Discover the 501 fits at Levi.com.ph and Levi’s Stores.