Levi's, 501 ambassador
Hailey Bieber
Levi's, 501 ambassador


When Hailey Bieber and Levi's teamed up, it was social media magic for the brand.

Deep Dive

It took Levi’s 146 years to name the first-ever face of its signature 501 jean—an honor that was bestowed on denim tastemaker Hailey Bieber in April.

The ‘It’ girl, model, social media influencer, Baldwin-offspring and newlywed was the muse for Levi’s spring festival season, offering styling advice and DIY tips. This year, Bieber also starred in the campaign for Levi’s collaboration with designer Heron Preston and hosted festivities for Levi’s 501 Day. And with 21 million followers on Instagram, Bieber’s fans took note. A single image of Bieber in ripped 501 jeans captured more than 1 million likes.

“Hailey embodies that authentic and optimistic self-expression we felt represented the broad appeal of the 501 jean,” said Jennifer Sey, Levi’s chief marketing officer for global brands.