K-Pop is Levi’s latest play for younger generations.
The heritage brand is partnering with NewJeans, the appropriately named all-girl K-pop group, for a Spring/Summer 2023 marketing campaign. Starring 501 ’81 jeans and 501 Original jeans, as well as Levi’s T-shirts, denim shirts and Truckers jackets, the campaign highlights the group’s positive attitude and each member’s unique personality.
NewJeans will also perform in Seoul on May 20 to mark 501 Day, celebrating when the patent for riveted pants was granted in 1873.
Levi’s said the girl band’s moniker represents the their “desire to be as timeless to culture as jeans are to fashion.”
“NewJeans is a talented group that has looked to the past for inspiration while boldly blazing their own unique future in culture,” said Chris Jackman, Levi’s VP of global brand marketing. “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.”
Band members Minji, Hanni, Danielle, Haerin and Hyein landed on Gen Z’s radar last summer with their debut single “Attention,” which has amassed over 44 million views on YouTube. “Attention” as well as songs “Ditto” and “OMG” have charted on Billboard’s Hot 100. The group has 6.4 million followers on Instagram and another 6.1 million on TikTok.
“We’re honored and thrilled to represent Levi’s, a timeless brand that literally created the world’s most iconic new jeans while constantly looking towards the future,” NewJeans stated. “Because of their genuine support for youth culture and our admiration for their beautiful brand, this is a natural partnership.”
Levi’s is ramping up events and collaborations for the 501’s 150th anniversary, including launching new products like the 501 ’81. The jean is based on the first women’s 501 released in 1981.