Levi’s has announced a multiyear global partnership with Rosé, the chart-topping singer, songwriter and member of the South Korean group Blackpink. The collaboration introduces Rosé as a global brand ambassador and supports the continued expansion of Levi’s women’s business worldwide.
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Rosé’s presence arrives during a period of strong visibility across music, fashion and global media. Her position within Blackpink and her solo career have placed her at the center of international pop culture. Levi’s connects this visibility with the brand’s focus on women’s product development and its engagement with a new generation of consumers.
The partnership extends a previous collaboration between Rosé and Levi’s that appeared earlier this year through the global campaign “Behind Every Original.” The campaign premiered during the Super Bowl and marked Levi’s first Super Bowl commercial in twenty years. Within the campaign, Rosé appeared among the figures who represent the creative direction associated with the brand. Levi’s has now released a dedicated “Backstory” video centered on Rosé. The film presents her creative perspective and offers insight into the ideas that shape her artistic process.
The collaboration also includes a physical installation connected to Rosé’s performances with Blackpink earlier this year in Tokyo. During those concerts, Rosé appeared on stage wearing custom Levi’s ensembles created specifically for the performances. The garments included handmade customization that reflected the connection between her personal style and Levi’s design language.
These custom pieces will appear on display at the Levi’s Harajuku store in Tokyo. The installation allows visitors to examine the construction and details behind the stage outfits. The presentation offers fans an opportunity to view the garments closely and understand the work that went into their creation.
Levi’s and Rosé will continue the partnership through an exclusive product collaboration scheduled for release later this year. The upcoming project will translate Rosé’s creative direction into Levi’s pieces designed for global audiences.
