Levi’s bets on ROSÉ to keep its denim cool and culturally fluent

Levi’s is doubling down on star power, this time with a name that already commands both fandom and fashion credibility. The denim giant has inked a multi-year global partnership with ROSÉ, marking its latest move to anchor the brand deeper within music and youth culture. The collaboration brings together Levi’s long-standing positioning around individuality with ROSÉ’s distinct blend of rock-infused style and global appeal.

Best known as a member of BLACKPINK and a successful solo act, ROSÉ has built a reputation for her personal aesthetic and cross-cultural influence. The partnership is expected to support Levi’s ongoing push to expand its women’s category, while tapping into her reach across Asia and beyond.

The announcement builds on Levi’s recent work with ROSÉ in its “Behind every Original” campaign, which debuted during the Super Bowl. As part of the latest rollout, the brand has released a dedicated “Backstory” feature spotlighting her creative journey and inspirations.

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Levi’s has also been weaving the partnership into live moments. During BLACKPINK’s recent performances in Tokyo, ROSÉ appeared in custom Levi’s ensembles, featuring hand-finished details and premium materials. The looks are now being extended into retail, with one of her stage outfits on display at the Levi’s Harajuku store, giving fans a closer look at the craftsmanship behind the pieces.

More is expected to follow. An exclusive product collaboration is slated for release later this year, translating ROSÉ’s personal style into wearable Levi’s pieces aimed at fans looking to channel her aesthetic.

In APAC, the brand is also leaning into fandom mechanics. Members of its Red Tab programme will be able to receive an exclusive ROSÉ photocard set tied to the campaign, adding a collectible layer to the partnership.

MARKETING-INTERACTIVE has reached out for more. 

The move also sits within a broader strategy by Levi’s to double down on influential female voices across markets. In September last year, the brand named Alia Bhatt as its global brand ambassador, as it leaned into the rise of relaxed fits, wide-leg silhouettes and reimagined denim staples for women. The partnership saw Bhatt fronting collections that blend contemporary styling with Levi’s heritage codes.

Earlier, in October 2024, Levi’s tapped Beyoncé for its “REIIMAGINE” campaign, following the release of Cowboy Carter and its track “LEVII’S JEANS”. The campaign reworked some of the brand’s most recognisable ads through a modern lens, led by filmmaker Melina Matsoukas.

That collaboration extended into August 2025 with the final instalment, “The denim cowboy”, which brought together previous campaign chapters while introducing pieces from the Beyoncé x Levi’s collection. The film reinforced themes of empowerment and cultural reinvention, positioning denim not just as a product, but as a storytelling vehicle.

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