The Levi’s® brand today announced a multi-year global partnership with ROSÉ, the chart-topping
singer-songwriter and global icon.
The collaboration unites two forces of originality – Levi’s®, the definitive lifestyle brand outfitting the world’s originals for over 150 years, and ROSÉ, whose authentic artistry and rock and roll edge have redefined what it means to be a global superstar.
A beloved singer, songwriter, and instrumentalist, ROSÉ embodies the originality and self-expression that have been at the heart of the Levi’s® brand since its founding. As both a member of the renowned South Korean girl group Blackpink and solo artist, ROSÉ has developed a unique personal style and artistic vision while earning fans from across the world.
The partnership supports the Levi’s® brand’s continued global expansion of its women’s business, while celebrating ROSÉ’s creative identity and cross-cultural influence.
ROSÉ collaborates with Levi’s for new campaign. Image: supplied
Major ROSÉ collaboration with Levi’s
The partnership builds on the brand’s recent collaboration with ROSÉ in the global “Behind Every Original” campaign, which debuted during the Super Bowl. As part of the campaign, the brand today released ROSÉ’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 in a series of custom Levi’s® ensembles featuring hand-done customisation, premium materials, and innovative finishing techniques, reinforcing the brand’s presence at the intersection of music, culture, and self-expression.
Starting March 12, ROSÉ’s custom Levi’s® look will be on display at the Levi’s® Harajuku store, offering fans an up-close look at the craftsmanship behind her Tokyo performance ensembles.
The partnership will continue to unfold with an exclusive product collaboration coming later this year, bringing ROSÉ’s creative vision to life through style-driven Levi’s® pieces. The 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.
To stay up-to-date on the partnership and explore Levi’s® products, visit levi.com and follow @levis on Instagram and TikTok. In Asia-Pacific only, Levi’s® Red Tab members can opt to receive an exclusive photocard set featuring ROSÉ in the “Behind Every Original” campaign.
Fans can also look forward to an exclusive ROSÉ x Levi’s product collaboration later this year
About the Levi’s® brand
The Levi’s® brand epitomises classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become one of the most recognisable garments of clothing in the world—capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry.
Our range of leading denim and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style.
For more information about the Levi’s® brand, its products and stores, please visit levis.com.au.
About Levi Strauss & Co.
Levi Strauss & Co. (LS&Co.) is one of the world’s largest brand-name apparel companies and a global leader in jeanswear. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi’s®, Levi Strauss Signature™, and Beyond Yoga® brands. Its products are sold in approximately 120 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,300 retail stores and shop-in-shops. Levi Strauss & Co.’s reported 2025 net revenues were $6.3 billion. For more information, go to levistrauss.com.
Top image: ROSÉ collaborates with Levi’s for new campaign. Image: supplied