NewJeans is a new brand ambassador for Levi’s

Levi’s decided to collaborate with the South Korean k-pop group, noting a similar philosophy.

Korean pop group NewJeans, which recently collaborated with Nike and McDonald’s, has become an official ambassador for Levi’s fashion brand globally.

Levi’s has decided to collaborate with the South Korean k-pop collective, noting a similar philosophy. Initially, the quintet of girls was named NewJeans precisely because of Minji, Hanni, Danielle, Hirin and Hein’s love for classic jeans. So it’s no surprise that one of denim’s most famous manufacturers eventually decided to tie its name to a group on the cusp of popularity.

A new statement notes that the partnership between Levi’s and NewJeans aims to attract a new Generation Z audience. The choice of NewJeans, distinguished by its vibrant energy and loose aesthetic, as the brand’s global ambassadors should help promote the brand among the youth audience.

Levi’s has already released the first image featuring the NewJeans girls as part of the collaboration. The photo shows Minji, Hanni, Danielle, Hirin and Hein posing in 501 jeans and clothing from the brand’s new collection. Other details about the partnership will be announced soon.