Levi’s signs NewJeans for 150-year festivities
The five members of South Korean girl group NewJeans have been named Levi’s global ambassadors as part of ongoing celebrations to mark the 150-year anniversary of the brand’s 501 jeans.
Despite only making their debut last July, the band's self-titled EP, released in early August, is now regarded as South Korea's best-selling debut album.
The K-pop group, which comprises Minji, Hanni, Danielle, Haerin and Hyein, has already modelled for local companies such as SK Telecom, Shinhan Bank, LG Electronics, McDonald’s Korea and fashion label 5252 by O!Oi and has an existing global ambassadorship deal with domestic e-commerce platform Musinsa.
Individual members also serve as ambassadors for fashion houses including Gucci, Burberry, Louis Vuitton and Chanel Korea. Last month, designer Yoon Ahn told Vogue that NewJeans' aesthetic had partly inspired her latest collection for Ambush.
A spokesperson for Levi’s told Seoul-based media that the band's “spirit” had particularly resonated with the company and suggested that both parties had the experience of shaping the trends of an "era" in common.
NewJeans is expected to perform live in Seoul on May 20, also known as 501 Day in tribute to May 20, 1873, the date on which Levi’s officially obtained a patent for its 501 jeans design.
The group's members wear Levi’s 501s, denim jackets and branded t-shirts. Credit: Levi’s.
