Denim brand Levi’s has made official a multi-year global partnership with Rosé, a highly successful singer and songwriter and member of the world-famous South Korean group BLACKPINK.
The collaboration aims to support the international expansion of the brand’s women’s line while enhancing the artist’s creative identity and strong cultural influence, which is recognized globally. The agreement comes on the heels of Rosé’s recent participation in the international “Behind Every Original” campaign, which was presented during the Super Bowl and was particularly significant as it marked the brand’s return to the event after a full 20 years. As part of the campaign, Levi’s also released a “Backstory” dedicated to the artist, content that delves into his creative vision and the sources of inspiration that guide his artistic journey.
The officialization of this collaboration is the latest in a series of partnerships that have taken place throughout the year. First among these was the creation of custom-made Levi’s looks for the singer at BLACKPINK’s performance in Tokyo earlier this year.
Starting Thursday, one of these Levi’s outfits created for the artist will be on display at the Levi’s Harajuku Store, giving the public a chance to get a close look at the details and workmanship of the clothes worn during performances in the Japanese capital.
Later this year, the collaboration will be further enriched with the launch of an exclusive capsule collection: the new garments, inspired by Rosé’s creative vision, will allow fans around the world to express their style through pieces that combine the artist’s distinctive identity with the pioneering spirit that has always characterized Levi’s.
This latest business move by Levi’s is positioned against a rosy backdrop: In fact, the brand is having a particularly good time, with organic sales growing 7 percent to $6.2 billion in the fiscal year ended Nov. 3, after a 3 percent increase recorded in 2024. For the current year, the company expects further sales growth of between 4 percent and 5 percent.
[📷 Instagram: levis]
