OMG! NewJeans is set to have a concert as part of this new partnership
K-Pop rookies NewJeans definitely caught everyone’s attention, including the timeless jeans brand Levi’s.
The five-member all-female group from South Korea was recently launched as Levi’s new Global Brand Ambassadors. The year-long partnership spans Spring/Summer ‘23 and Autumn/Winter ‘23. It will include a new campaign featuring the brand as well as concerts and appearances.
Launched in 2022, the group has stolen the hearts of Gen-Z with their forward-thinking reimaginings of 2000s sounds seamlessly blended with K-Pop.
After breaking out with the buzzy music video for their debut single “Attention,” NewJeans proceeded to challenge perceptions of their music. This was through their bold singles “Hype Boy” and “Cookie” from their self-titled debut EP. Their following singles, “Ditto” and “OMG,” entered the Billboard Hot 100. This further built their fandom and are now known as Bunnies.
NewJeans and fashion
NewJeans is the latest addition to K-Pop’s 4th Generation. They are lauded for looking into the past for inspiration while boldly blazing their own unique future in the culture.
In addition to their music, NewJeans has earned fans worldwide for their innovative aesthetics and their Y2K-inspired fashion mixed with modern trends.
Now, the all-female South Korean group have become idols for Gen-Z while demonstrating the influence of K-Pop on global fashion.
The group’s name, “NewJeans,” refers to their aspirations to become timeless icons of a new era. Like jeans, people never become tired of putting them on. Making them the perfect ambassadors for Levi’s 501 Originals.
To kick off their partnership, Levi’s will be releasing a brand campaign celebrating the group’s positive energy and each member’s unique personality while wearing items from the upcoming Levi’s Spring/Summer 2023 collection.
Minji, Hanni, Danielle, Haerin, and Hyein are also taking part in the celebration of the 150th anniversary of Levi’s 501 jeans on May 20, 2023, in Seoul with a live performance. On the same date in 1873 was when Levi Strauss & Co. was granted a patent on the process of riveting pants.
Throughout the year, NewJeans will continue to celebrate the 150th anniversary of Levi’s 501 jeans and will represent the brand as a global ambassador.
Banner Art Paulo Correa
