SAN FRANCISCO, California — Global denim giant Levi Strauss & Co. has officially announced a massive multi-year partnership with ROSÉ, the world-renowned singer, songwriter, and fashion icon. This collaboration marks a significant fusion of music and style, positioning the global superstar as the new face of the brand’s upcoming global campaigns and creative initiatives.
The partnership aims to celebrate self-expression and the timeless appeal of denim, leveraging ROSÉ’s unique influence in both the music and fashion industries. As a member of one of the world’s most successful musical groups and a solo artist in her own right, ROSÉ’s personal style has inspired millions, making her a natural fit for the heritage brand’s vision of modern authenticity.
“I am so excited to be joining the Levi’s family,” ROSÉ said in a statement. “Denim is such a staple in my everyday wardrobe, and I’ve always admired how Levi’s celebrates individuality and creativity. I can’t wait for everyone to see what we’ve been working on together.”
The first phase of the partnership will feature ROSÉ in a series of high-profile visual campaigns showcasing the brand’s latest collections, with a focus on sustainable denim and classic silhouettes reimagined for a new generation. Marketing experts predict the collaboration will significantly boost the brand’s engagement among Gen Z and millennial audiences globally, particularly in the Asian market where ROSÉ’s influence is unparalleled.
The announcement comes at a time when Levi’s is doubling down on its “Live in Levi’s” philosophy, emphasizing the brand’s role in the cultural moments that define a generation. With ROSÉ on board, the brand is set to further solidify its status at the intersection of pop culture and premium lifestyle apparel.