Newest installation of Levi's x NewJeans collaboration drops

South Korean pop band New Jeans has launched a campaign inclusive of a brand film to celebrate the 150^th anniversary of Levi’s’ 501 jeans. In the new campaign, the band is showcasing a new range of 501 fits and seasonal looks, encouraging fans to express their unique styles by making the jeans their own.

The brand film shows NewJeans choosing 501 options, customising their pieces, and completing their looks with their own unique accessories and styling. At the end, they turn to the audience to ask, “How will you wear yours?” Separate campaign films feature NewJeans showing off their expressive seasonal looks. For “cold weather” looks, the free-spirited and energetic essence of NewJeans members. 

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Created by Haus Tailors and Levi’s artist partners, the campaign features their takes on the classic 501s to demonstrate their creative potential as canvases for authentic self-expression. “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 special embroidery designs and patches from Japanese and Korean tailors, including Harajuku tailor shop and Garosugil tailor shop, fans can go to these shops to create their completely original 501 interpretations. Through special rips and repairs, 501 original jeans can also be made to look worn in and thrifted as well as ultra baggy.

“It’s been so rewarding to partner with a brand that has both an incredible past and looks towards the future. This campaign encourages people to discover and express their unique style by showing the different ways you can wear Levi’s 501 jeans and really make them your own,” said NewJeans.

“We are excited for our fans to explore how the collection can be customised with the Levi’s Tailor Shop. We know they can take these clothes in some really unique directions, and we can’t wait to see what they come up with!”

MARKETING-INTERACTIVE has reached out to Levi's for more information. 

Levi’s named NewJeans as its new global brand ambassadors in March this year, in an attempt to attract GenZ customer profile. 

After breaking out with the buzzy music video for their debut single “Attention,” NewJeans proceeded to challenge perceptions of their music with bold singles “Hype Boy” and “Cookie” from their self-titled debut EP. In addition to their music, NewJeans has earned fans worldwide for their innovative aesthetics, Levi’s said at the time of their appointment.

“NewJeans is a talented group that has looked to the past for inspiration while boldly blasing their own unique future in culture. As the group’s influence on the music industry and culture continues to grow, we’re excited to be a part of their journey and help NewJeans connect with fans globally in a fresh and authentic way,” said Chris Jackman, vice president of global brand marketing at Levi's.

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