Levi's® and ROSÉ join forces globally

A partnership bringing together two icons of global culture.

Levi’s® has just announced a multi-year collaboration with ROSÉ, one of the most influential figures in contemporary pop. The brand, which has been defining denim for over 150 years, and the artist, whose aesthetic and attitude represent a new generation of stars, have decided to join forces for several years, having first met during the global “Behind Very Original” campaign launched during the Super Bowl.

Whilst the previous advert featured various creative figures – including Doechii and Shai – sharing the story behind their artistic identities, in this new campaign the brand presents a “Backstory” dedicated to ROSÉ, delving deeper into her creative world and the influences that have shaped her career.

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Earlier this year, during BLACKPINK’s concerts in Tokyo, the singer took to the stage wearing several customised Levi’s® outfits, designed especially for the tour. The custom pieces featured meticulous hand-finished details, premium materials and innovative finishing techniques. And one of these outfits will be on display from 12 March at the Levi’s® store in Harajuku, where fans will have the chance to see up close the craftsmanship behind the garments created for her performances.

The partnership will continue to develop throughout this year with an exclusive product collaboration, bringing the ROSÉ aesthetic to a selection of Levi’s® pieces.