Global denim brand Levi's selected NewJeans, a group leading a new K-pop trend, as its global ambassador to celebrate the 150th anniversary of the birth of 501 Jeans. New Jeans, a group consisting of Minji, Hani, Daniel, Haerin, and Hyein, stole the hearts of Gen-Z with a future-oriented concept in the 2000s.
As soon as they debuted in July of last year, NewJeans gained popularity like a syndrome with 'Attention' and 'Hype boy' and spread their music widely. Following this, the next singles 'Ditto' and 'OMG' were also greatly loved and achieved the feat of entering the US Billboard 'Hot 100' within 6 months of their debut.
Aside from music, NewJeans are popular with fans all over the world for their innovative style. Known for blending Y2K-inspired fashion with modern trends, New Jeans has now become Gen-Z's representative idol, demonstrating the influence of K-Pop on global fashion. The group name of NewJeans was inspired by jeans, which are stylish anytime and loved by everyone regardless of age.
Hoping to be eternal icons of a new era, they resemble Levi's spirit of pursuing timeless without going out of fashion, and have in common that they lead the trend of an era. "We are honored and thrilled to be partnering with Levi's, a timeless brand that represents the world's most iconic pair of jeans while also looking into the future," NewJeans said. The identity of the leading brand led us to a natural partnership.”
An official from Levi's® said, "We prepared a meeting with NewJeans as the first step to appeal the brand identity to the GenZ generation while celebrating the 150th anniversary of the birth of 501. As it has free and hip sensibility and bright energy, the brand As an ambassador, we plan to do various performances and interesting works together."
In the campaign with Levi's and NewJeans, they wore various products such as 501 Original Jeans, 501 '81 Jeans, T-shirts, denim shirts, jackets, etc., showing off the Wannabe down side of the MZ generation in a stylish look. He led the shoot with a professional look, with matching poses and facial expressions.
Following the filming, another event is being prepared for a live performance in Seoul with NewJeans in commemoration of the 501st day on May 20, 1873, when a patent was granted for jeans made with the rivet process. Levi's campaign images and videos with NewJeans will be released sequentially, and it will continue various activities as a global ambassador.
Post a Comment