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.
Mall operators are no longer leasing space for pop-ups. They are selling audience access.
Physical stores still drive most retail sales, fulfill online orders, support AI shopping, and help brands return to market.
A practical guide to nine mall tenant formats in 2026, from flagships and pop-ups to anchor redevelopment and mixed-use retail.
1,051 of 1,173 US malls hold zero ultra-luxury brands. Half of all Cartier, Chanel, Hermès, and Louis Vuitton mall stores…
Every physical expansion decision starts with the same question: where does the store go?
900 malls remain in the United States. The top 100 account for half the sector's value.
Verified signals on brand expansion, store openings, and mall development. Free.
Free · No credit card · Unsubscribe any time
Billed annually · View full comparison · Payment via invoice or PayPal
