To celebrate its 150 years anniversary Levis Strauss has named a Newlean group comprising five South Korean girls as its global ambassadors.
The five-member band was an instant success when they released their first album in July 2022. The album titled ET is now the bestselling debut album. The K-pop group, comprising Minji, Hanni, Danielle, Haerin, and Hyein, has already modeled for local companies such as SK Telecom, Shinhan Bank, LG Electronics, McDonald’s Korea, and fashion label 5252 by O! Oi has an existing global ambassadorship deal with domestic e-commerce platform Musinsa.
Individual members also serve as ambassadors for fashion houses including Gucci, Burberry, Louis Vuitton, and Chanel Korea. Last month, designer Yoon Ahn told Vogue that NewJeans’ aesthetic had partly inspired her latest collection for Ambush.
A spokesperson for Levi’s told Seoul-based media that the band’s “spirit” had particularly resonated with the company and suggested that both parties had the experience of shaping the trends of an era in common.
NewJeans is expected to perform live in Seoul on May 20, also known as 501 Day in tribute to May 20, 1873, the date on which Levi’s officially obtained a patent for its 501 jeans design.
Five girls Korean brand appointed Levis global ambassador
