Levi’s 501 jeans, a timeless fashion emblem, have been gracing the global fashion stage for 150 glorious years. To commemorate this enduring legacy, the ever-popular South Korean K-pop girl group, NewJeans, has teamed up with Levi’s as global ambassadors for a campaign that celebrates the power and joy of authentic self-expression through fashion.
The Levi’s 501 Legacy
The Levi’s 501 jeans are not just denim; they are an enduring symbol of global style. In fact, they are the original blueprint from which all other jeans have evolved. These jeans have captured the hearts of fashion aficionados for a century and a half, and their legacy continues to influence fashion trends today.
NewJeans: The Ambassadors of Self-Expression
NewJeans, the beloved South Korean K-pop girl group, joins hands with Levi’s to extend the celebration. Together, they are promoting the incredible power and joy that comes from expressing your true self through fashion. With a brand-new range of 501 fits and seasonal looks, NewJeans and Levi’s are urging fans worldwide to embrace their unique style by customizing their Levi’s 501 jeans and making them their own.
Unleash Your Creativity
The heart of this campaign lies in the art of customization. Created in collaboration with Haus Tailors and other talented Levi’s artist partners, this campaign showcases one-of-a-kind interpretations of classic 501 fits. It’s all about demonstrating the creative possibilities that the 501 jeans offer as a canvas for genuine self-expression.
Levi’s Tailor Shops
For those craving a truly unique look, Levi’s Tailor Shops are the place to be. Here, fans can add their personal touch with embroidery designs, patches, pleats, and embellishments to a variety of 501 styles, including 501 Shorts, 501 ’81 Jeans, 501 Cropped Jeans, 501 ’90s jeans, and 501 Original jeans.
From Japan and Korea with Love
Japanese and Korean tailors, including the esteemed Harajuku Tailor Shop and Garosugil Tailor Shop, have contributed special embroidery designs and patches. Fans can visit Levi’s Tailor Shops to create their own original 501 interpretations, each one a testament to their unique style.
Mix, Match, and Create
The campaign encourages fashion enthusiasts from all walks of life to mix and match pieces and accessories to curate their own distinct looks. It’s all about celebrating your individuality through your fashion choices.
The NewJeans Brand Film: Your Style, Your Way
To give you a taste of the magic, a brand-new film showcases NewJeans selecting their preferred 501 options, customizing their pieces, and adding their unique accessories and styling. It’s a visual journey that encourages you to embrace your style and make it your own.
In-Store Activities and Exclusive Promotions
If you’re eager to dive into the Levi’s x NewJeans experience, you’re in for a treat. From 15 September to 31 October, Levi’s Red Tab members can enjoy S$50 off their purchase and receive a complimentary DIY kit with a minimum spend of S$250.
Your DIY Adventure
The DIY kit includes a Levi’s leather back patch with grommets and an array of colorful bead charms. These charming adornments allow you to represent anything that resonates with you—whether it’s your initials, your favorite song title, or even your spirit animal. The possibilities are endless!
ION Orchard Exclusive
At Levi’s ION Orchard, Red Tab members who spend a minimum of S$200 will receive a complimentary backpatch and charm service at the Levi’s Tailor Shop. And for those who aspire to emulate the customizations seen in the brand film, you’re in luck! Enjoy an additional 30% off on any customizations when you spend S$250 and above.
Photo Booth Extravaganza
From today until 24 September, be sure to visit the NewJeans-themed photo booth at Levi’s ION Orchard. It’s your chance to win fabulous prizes, including a complimentary bespoke customisation service at the Levi’s Tailor Shop. To enter, simply snap a photo of yourself in your customized denim at the booth and share it on social media, tagging @levis_sea and using #LiveInLevis.
