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Levi’s New 501 Campaign Underscores the Style’s Enduring Appeal

The Levi’s 501 jean is getting a new campaign with fresh faces this spring.

Ahead of what will be the iconic style’s 150th anniversary next year, Levi’s teamed with five “visionaries” whose stories embody the jean’s spirit to launch the campaign, “Levi’s 501: The Number That Changed Everything.”

The campaign includes conversations that touch on moments that forever changed each personality’s own trajectory as well as a series of images.

Featured in the campaign is “Euphoria” actor Barbie Ferreira; A$AP Nast, a founding member of A$AP Mob; DJ, artist and producer Peggy Gou; soccer star, philanthropist and children’s activist Marcus Rashford; and model and YouTube host Hailey Bieber, who was named the face of the 501 in 2019.

To show the 501’s versatility and longevity, the stars wear a mix of the 501 Original, the 501 ’90s Jeans and Shorts, and vintage 501s from Levi’s SecondHand in the campaign imagery.

Levi’s introduced the 501 ’90s, which offers the slouchy and roomy fit popularized by the decade’s style icons, including Kate Moss and Winona Ryder. The brand launched Levi’s SecondHand in the U.S. in 2020, allowing customers to purchase pre-owned jeans and jackets on while also giving customers the opportunity to turn in their worn jeans and jackets in Levi’s stores for a gift card towards a future purchase.

Though there’s no data to support the claim, Chip Bergh, Levi Strauss president and CEO, recently said Levi’s is likely the “the No. 1 brand in secondhand stores.”

The “Levi’s 501: The Number That Changed Everything” campaign kicks off a series of initiatives Levi’s is launching this month leading up to 501 Day—the birthday of the blue jean—on May 20.

Customers will receive a free 501 patch with any purchase on 501 Day. From May 16-20, Levi’s Red Tab loyalty members can get free button swaps for any purchases at all Levi’s Tailor Shops and Citadel stores. The brand will also host customization workshops for its loyalty members at its Ponce City and Times Square locations.

Levi’s will also launch a limited-edition 501 Short in collaboration with influencer Emma Chamberlain on May 20.