The Levi’s brand announced a multi-year global partnership with K-Pop performer, ROSÉ.
ROSÉ embodies the originality and self-expression that is at the heart of the Levi’s brand. As both a member of the renowned South Korean girl group Blackpink and solo artist, ROSÉ has developed a unique personal style and artistic vision.
The partnership supports the Levi’s brand’s continued global expansion of its women’s business, while celebrating ROSÉ’s creative identity and cross-cultural influence.
The partnership builds on the brand’s recent collaboration with ROSÉ in the global ‘Behind Every Original’ campaign, which debuted during the Super Bowl. As part of the campaign, the brand released ROSÉ’s dedicated “Backstory,” offering a deeper look into her creative vision and inspiration.
During Blackpink’s Tokyo performances, ROSÉ took the stage in a series of custom Levi’s ensembles reinforcing the brand’s presence in music, culture, and self-expression. ROSÉ’s custom Levi’s look will be on display at the Levi’s Harajuku store, offering fans an up-close look.
The partnership will continue to unfold with an exclusive product collaboration coming later this year.
