The globally renowned Levi’s® brand has found its perfect partner in the wildly popular South Korean K-pop girl group, NewJeans. Together, they’re commemorating the 150th anniversary of the Levi’s® 501® jeans – a timeless symbol of global fashion. This collaboration is more than just a celebration; it’s an invitation to fans worldwide to embrace their individuality.
The Power of Customisation
Levi’s® and NewJeans are not just showcasing the latest 501® fits and seasonal looks. They’re encouraging fans to take creativity into their own hands. With the help of Haus Tailors and other Levi’s® artist collaborators, the campaign introduces unique renditions of the classic 501® fits, highlighting the jeans’ potential as a canvas for genuine self-expression.
At Levi’s® Tailor Shops, enthusiasts can transform their 501® jeans with embroidery, patches, pleats, and more. Special designs from esteemed Japanese and Korean tailors, such as the Harajuku Tailor Shop and Garosugil Tailor Shop, are available for fans to craft their one-of-a-kind 501® masterpieces.
Dive into the Brand Film
A captivating brand film accompanies the campaign, showcasing NewJeans as they select, customise, and style their 501® jeans. The film culminates with a compelling question to the audience: “How will you wear yours?”
Additional campaign films spotlight NewJeans flaunting their vibrant seasonal looks, capturing the group’s dynamic spirit against contrasting warm and cool backdrops.
NewJeans expressed their enthusiasm for the collaboration, stating, “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. 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!”
Exclusive Offers and Activities
From 15 September to 31 October, Levi’s® Red Tab™ members are in for a treat. With exciting in-store promotions, members can avail discounts, receive complimentary DIY kits, and even get a chance to win bespoke customisation services at the Levi’s® Tailor Shop. Exclusive offers await at Levi’s® ION Orchard, where fans can replicate the customised jeans worn by NewJeans in the brand film.
For a touch of fun, a NewJeans-themed photo booth is set up at Levi’s® ION Orchard until 24 September. Fans can snap a photo in their customised denim, share it on social media with the tags @levis_sea #LiveInLevis, and stand a chance to win enticing prizes.
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The collaboration between NewJeans and Levi’s® is more than a celebration of an iconic jean’s milestone. It’s a testament to the timeless appeal of self-expression and the enduring legacy of a brand that has seamlessly blended the past with the present. How will you wear yours?
