Gen Z K-pop superstars NewJeans have just been unveiled as the newest global ambassadors for Levi's, as part of the brand's 150th anniversary celebrations of their Levi's 501 jeans.
NewJeans has made their way to the top of music charts and into the hearts of millions of fans around the world with their Y2K aesthetics and nostalgic, retro-infused music. It's no surprise, then, that the girl group's name refers to the timeless style of a good pair of jeans. Levi's year-long partnership with the group will include a new brand campaign which will show how each member styles their pair of Levi's jeans, highlighting each member's distinct, youthful energy. Fans should also mark their calendars for May 20, when NewJeans will celebrate 501 Day live from Seoul with a live performance.