NewJeans is Levi’s Newest Global Ambassador


Photo: Levi’s®

Levi’s® unveils NewJeans as their newest Global Ambassador.

Levi’s® named rising K-Pop group NewJeans as their newest global ambassadors in honour of their 150th anniversary of Levi’s® 501® jeans. With that in mind, Levi’s® will be showcasing exciting events during the year-long partnership, including concerts, and appearances as well as a new campaign highlighting the brand.

The all-girl K-pop group captured millions of hearts with their hit debut single “Attention”, so it’s no surprise that they are making headlines more than ever now. NewJeans is composed of five members Minji, Hanni, Danielle, Haerin, and Hyein, who seamlessly fuses elements of the 2000s sounds with K-pop, landing their singles “Ditto” and “OMG” on the Billboard Hot 100.

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Moreover, the girls’ distinctive Y2K style has also helped them gain more fans all around the world. Fusing contemporary trends with Y2K-inspired designs, they have emerged as fashion icons, showcasing the impact of K-Pop on global fashion. 


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Levi’s® has always been at the forefront of fashion, continually evolving its iconic looks while remaining loyal to its core beliefs. One of the most classic pairs of jeans available, Levi’s® Originals, has been recognised for over 150 years and continues to be a blueprint for jeans to this day. 

The girls expressed their admiration for the denim company that has shown great support for youth culture. Their shared ideas and philosophies have made this collaboration a match made in heaven. Notably, both New Jeans and Levi’s® strive to stay timeless and remain icons in the new eras.

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The brand campaign will present products from the upcoming Levi’s® Spring/Summer 2023 collection to showcase the group’s positive spirit and distinct personalities. Featured items include the 501® Original Jeans, 501®’81 Jeans, t-shirts, denim shirts, and truckers.

On top of that, NewJeans will be performing live in Seoul on May 20 to celebrate 501® Day.