The Levi’s brand has revealed a multiyear 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 global expansion of Levi’s women’s business while celebrating Rosé’s creative identity and cross-cultural influence.
The partnership builds on a 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 Rosé’s dedicated “Backstory,” offering a deeper look into her creative vision and inspiration.
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Earlier this year, during Blackpink’s Tokyo performances, Rosé took the stage wearing a series of 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.
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Starting Thursday, Rosé’s custom Levi’s looks will be on display at Levi’s Harajuku store, showing the craftsmanship behind the Tokyo performance ensembles.
The partnership will continue later this year with an exclusive product collaboration, bringing Rosé’s creative vision to life through style-driven Levi’s pieces. The 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.
At Levi’s, 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.