Famous girl group New Jeans finally became a model for a jeans brand, living up to their name.
Global denim brand Levi’s announced on March 6th that it selected NewJeans, a new trend leader in K-pop, as a new Global Ambassador in commemoration of the 150th anniversary of the birth of 501 jeans.
NewJeans, a group consisting of Minji, Hanni, Danielle, Haerin, and Hyein, stole the hearts of Gen-Z with their refreshing take on the rising Y2K trend. With releases of songs such as “Attention” and “Hype Boy” for their debut, NewJeans gained syndrome-like popularity. Their next singles, “Ditto” and “OMG”, were also greatly loved and achieved the feat of entering the US Billboard’s Hot 100 within 6 months of their debut. Aside from music, New Jeans are popular with fans all over the world for their innovative style. Known for blending Y2K-inspired fashion with modern trends, NewJeans has now become Gen-Z’s representative idol, demonstrating the influence of K-Pop on global fashion.
At the same time, the group name “NewJeans” was inspired by jeans, which are fashionable at any time and loved by everyone regardless of age. Hoping to be eternal icons of a new era, they resemble the spirit of Levi’s, which pursues timelessness without going out of fashion.
“We are honored and thrilled to be partnering with Levi’s, a timeless brand that represents the world’s most iconic jeans while also looking to the future,” said New Jeans, adding, “Their true support of youth culture and their 150 years of history led us to a natural partnership.”
Meanwhile, an official from Levi’s said, “As we celebrated the 150th birthday of 501, we prepared a meeting with NewJeans as the first step to appeal our brand identity to the GenZ generation. As NewJeans have a free and hip sensibility and a bright energy, we plan to do various performances and interesting works together with them as our ambassador.”
In the campaign with Levi’s, New Jeans wore various products such as 501 Original Jeans, 501 ’81 Jeans, T-shirts, denim shirts, and jackets, showing off a stylish look that catered to the MZ generation. The girl group led the shoot with a professional appearance, with poses and facial expressions suitable for each outfit.
Moreover, following the filming, Levi’s is preparing a live performance in Seoul with NewJeans in commemoration of the 501 day on May 20th, 1873, when a patent was granted for jeans made with the rivet process.
Source: Daum
