With a name like NewJeans, it’s no surprise that this up-and-coming K-pop girl group has partnered with Levi’s to be its newest global brand ambassadors. Together, they celebrate the 150th anniversary of the 501 jeans and promote the power and joy of individual self-expression.
Levi’s 501 jeans are one of the most enduring icons of global style and the template from which all other jeans have been derived. By demonstrating how Levi’s 501 jeans can be customised using Haus Tailors and other Levi’s artist partners, NewJeans and Levi’s encourage fans to express their unique style.
See the seasonal looks in new video
To accompany the campaign, a fun new brand video reveals Minji, Hanni, Danielle, Haerin, and Hyein choosing their 501 options, personalising them, styling them to show off their expressive seasonal looks, and completing their looks with unique accessories.
In case you haven’t noticed, skinny jeans are out this season, and wide leg and flared styles are in. The always fashionable NewJeans members have chosen Ribcage Wide Leg Women’s Jeans, Low Loose Jeans, and Ankle Column Skirts for cold weather looks. The girls also wear baggy cargo pants, 501 shorts, and baggy dad jeans against cool-coloured backdrops, creating a summery vibe.
With embroidery designs and patches from Japanese and Korean tailors such as Harajuku Tailor Shop and Garosugil Tailor Shop, Levi’s Tailor Shops allow fans to create their own interpretations of Levi’s 501, whether it’s 501 Shorts, 501 ‘81 Jeans, 501 Cropped Jeans, 501 ‘90s jeans or 501 Original jeans. Additionally, 501 Original jeans can be ripped and repaired to make them look worn-in, thrifted, and ultra-baggy.
Fans of Levi’s and NewJeans can also participate in exciting in-store activities. From now until 31 October, Levi’s Red Tab members can enjoy $50 off their purchase and receive a complimentary DIY kit when they spend a minimum of $250. The kit includes a Levi’s leather back patch with grommets and an assortment of colourful bead charms. Customers can add these charms to represent anything about them – their initials, favourite song title or even spirit animal, anything goes.
Exclusive to Levi’s ION Orchard, Levi’s Red Tab members who spend a minimum of $200 will receive a complimentary backpatch and charm service at the Levi’s Tailor Shop. Those who want to emulate the customised jeans worn by NewJeans members in the brand film will enjoy an additional 30 percent off on any customisation services when spending $250 and above.