The Levi’s brand has revealed a multi-year global partnership with Rosé, the 29-year-old chart-topping singer/songwriter and member of the South Korean girl group Blackpink.
The partnership supports the continued global expansion of Levi’s women’s business while celebrating Rosé’s creative identity and cross-cultural influence.
Rosé has signed a multi-year partnership with Levi’s.
Courtesy of Levi’s
The partnership builds on a recent collaboration with Rosé in the global “Behind Every Original” campaign, which was introduced during the Super Bowl, marking the brand’s first Super Bowl commercial in 20 years. As part of the campaign, the brand on Wednesday released Rose’s dedicated “Backstory,” offering a deeper look into her creative vision and inspiration.
Earlier this year, during Blackpink’s Tokyo performances, Rosé took the stage wearing a series of custom Levi’s ensembles featuring hand-done customization, premium materials and innovative finishing techniques, reinforcing Levi’s presence at the intersection of music, culture and self-expression.
Starting Thursday, Rose’s custom Levi’s look will be on display at the Levi’s Harajuku store, offering an up-close look at the craftsmanship behind her Tokyo performance ensembles.
Rosé has signed with Levi’s.
Courtesy of Levi’s
Later this year, the partnership will continue to unfold with an exclusive product collaboration, bringing Rosé’s creative vision to life through style-driven Levi’s pieces. Their new product collaboration will allow fans around the world to express their personal style through pieces that reflect both Rosé’s distinctive identity and the Levi’s brand’s pioneering spirit.
A product collaboration with Rosé has signed with Levi’s will come later this year.
Courtesy of Levi’s
The Levi’s brand has been on a roll. Organic sales grew by 7 percent to $6.2 billion for the fiscal year ended Nov. 3 — on top of a 3 percent increase in 2024. This year, sales are expected to grow by another 4 to 5 percent.
