Levi’s Signs Global Multi-Year Partnership with BLACKPINK’s ROSÉ

Jakartaewekly.com — Levi’s has announced a multi-year global partnership with ROSÉ, reinforcing its position at the intersection of fashion, music, and cultural expression.

The collaboration brings together Levi’s—an iconic lifestyle brand with over 150 years of heritage—and ROSÉ, a globally recognized singer-songwriter known for her distinctive artistic identity and effortless personal style. As a member of BLACKPINK and a successful solo artist, ROSÉ embodies the spirit of originality and self-expression that defines the Levi’s brand.

The partnership builds on their recent collaboration in the “Behind Every Original” campaign, which premiered during the Super Bowl. As part of the campaign, Levi’s released “Backstory,” a feature highlighting ROSÉ’s creative journey and artistic influences.

Earlier this year, ROSÉ also performed in Tokyo wearing custom Levi’s pieces, showcasing premium materials, hand-crafted details, and innovative finishing techniques. Selected outfits from these performances have been displayed at Levi’s Harajuku store, offering fans a closer look at the craftsmanship behind her stage wardrobe. Looking ahead, the partnership will include an exclusive product collaboration set to launch later this year, translating ROSÉ’s creative vision into a global fashion collection.

Levi’s said the collaboration also supports its strategy to expand its womenswear category globally, while celebrating cross-cultural influence and creativity.