Levi’s and NewJeans — a perfect match

As global ambassadors for the Levi's, NewJeans joins the celebration of the brand's 150th anniversary.

The wildly adored South Korean K-pop girl group and the brand are extending the celebration with a new campaign promoting the power and joy of authentic self-expression.

With a new range of 501 fits and seasonal looks, NewJeans and Levi's are encouraging fans to express their unique style by showcasing different ways to customize their pairs.

Created with Haus Tailors and other Levi's artist partners, the campaign features special takes on classic 501 fits to demonstrate the creative potential of the jeans as a canvas for authentic self-expression.

South Korean K-pop girl group NewJeans

At Levi's Tailor Shops, fans can add their own embroidery designs, patches, pleats, and embellishments to shorts, cropped jeans and other styles. The special embroidery designs and patches they can choose from were created by Japanese and Korean tailors, including Harajuku Tailor Shop and Garosugil Tailor Shop.

Through special rips and repairs, 501 Original Jeans can also be made to look worn in and thrifted as well as ultra baggy. Of course, fans from all walks of life are welcome to mix and match pieces to create their most distinct looks.

To accompany the campaign, a fun new brand film shows NewJeans choosing 501 options, customizing their pieces, and completing their looks with their unique accessories and styling.

At the end, they turn to the audience to ask, “How will you wear yours?”

The film can be watched through Levi's official Youtube page.

Separate campaign films feature NewJeans showing off their expressive seasonal looks.

For “cold weather” looks, the free-spirited and energetic essence of NewJeans members in Ribcage Wide Leg Women's Jeans, Low Loose Jeans, and Ankle Column Skirts is captured against warm-colored and textured backdrops.

That same essence is also captured with the girls wearing Baggy Cargo pants, 501 Shorts, and Baggy Dad Jeans against cool-colored backdrops, creating a summer ambience.

“It's been so rewarding to partner with a brand that has both an incredible past and looks towards the future. We are excited for our fans to explore how the collection can be customized with the Levi's Tailor Shop. We know they can take these clothes in some really unique directions, and we can't wait to see what they come up with,” NewJeans said in a statement.

The 501 fits are available on Levi.com.ph and Levi's Stores.