Blackpink’s Rosé joins Levi’s for a multi-year global collaboration

Levi’s has announced a multi-year global partnership with Rosethe leading singer, songwriter and member of the South Korean group Black and pink. The partnership showcases Rosé as a global brand ambassador and supports the continued expansion of Levi’s women’s business globally.

Rosé’s presence comes at a time of high profile in music, fashion and global media. Her position in Blackpink and her solo career have placed her at the center of international pop culture. Levi’s attributes this visibility to the brand’s focus on developing women’s products and its engagement with a new generation of consumers.

The collaboration expands on a previous collaboration between Rosé and Levi’s that surfaced earlier this year through global campaign “Behind every prototype.” The campaign premiered during Super Bowl and marked Levi’s first Super Bowl commercial in twenty years. As part of the campaign, Rosé appeared among the figures representing the creative direction associated with the brand. Levi’s has now released an exclusive “Backstory” video centered around Rosé. The film showcases her creative perspective and offers insight into the ideas that shape her artistic process.

The collaboration also includes a physical installation tied to Rosé’s performances with Blackpink earlier this year in Tokyo. During these concerts, Rosé appeared on stage wearing custom Levi’s ensembles created specifically for the shows. The garments featured hand-made tailoring that reflected the connection between her personal style and Levi’s design language.

These custom pieces will appear at the Levi’s Harajuku store in Tokyo. The installation allows visitors to examine the construction and details behind the stage clothes. The presentation offers fans the opportunity to see the garments up close 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 a global audience.