Levi\u2019s 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 ROS\u00c9, marking its latest move to anchor the brand deeper within music and youth culture. The collaboration brings together Levi\u2019s long-standing positioning around individuality with ROS\u00c9\u2019s distinct blend of rock-infused style and global appeal.<\/p>\n
Best known as a member of BLACKPINK and a successful solo act, ROS\u00c9 has built a reputation for her personal aesthetic and cross-cultural influence. The partnership is expected to support Levi\u2019s ongoing push to expand its women\u2019s category, while tapping into her reach across Asia and beyond.<\/p>\n
The announcement builds on Levi\u2019s recent work with ROS\u00c9 in its \u201cBehind every Original\u201d campaign, which debuted during the Super Bowl. As part of the latest rollout, the brand has released a dedicated \u201cBackstory\u201d feature spotlighting her creative journey and inspirations.<\/p>\n
Don’t miss:\u00a0From fame to fit: What brands need for the perfect ambassador<\/a><\/p>\n Levi\u2019s has also been weaving the partnership into live moments. During BLACKPINK\u2019s recent performances in Tokyo, ROS\u00c9 appeared in custom Levi\u2019s 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\u2019s Harajuku store, giving fans a closer look at the craftsmanship behind the pieces.<\/p>\n More is expected to follow. An exclusive product collaboration is slated for release later this year, translating ROS\u00c9\u2019s personal style into wearable Levi\u2019s pieces aimed at fans looking to channel her aesthetic.<\/p>\n In APAC, the brand is also leaning into fandom mechanics. Members of its Red Tab programme will be able to receive an exclusive ROS\u00c9 photocard set tied to the campaign, adding a collectible layer to the partnership.<\/p>\n MARKETING-INTERACTIVE has reached out for more.\u00a0<\/p>\n The move also sits within a broader strategy by Levi\u2019s to double down on influential female voices across markets. In September last year, the brand named Alia Bhatt<\/a> 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\u2019s heritage codes.<\/p>\n Earlier, in October 2024, Levi\u2019s tapped Beyonc\u00e9<\/a> for its \u201cREIIMAGINE\u201d campaign, following the release of Cowboy Carter and its track \u201cLEVII\u2019S JEANS\u201d. The campaign reworked some of the brand\u2019s most recognisable ads through a modern lens, led by filmmaker Melina Matsoukas.<\/p>\n That collaboration extended into August 2025 with the final instalment, \u201cThe denim cowboy<\/a>\u201d, which brought together previous campaign chapters while introducing pieces from the Beyonc\u00e9 x Levi\u2019s collection. The film reinforced themes of empowerment and cultural reinvention, positioning denim not just as a product, but as a storytelling vehicle.<\/p>\n Be part of\u00a0#Content360 Singapore<\/a>, 22\u201323 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.\u00a0<\/p>\n Related articles:\u00a0
Denim, reimagined: How Levi’s buttons down the sale through tailored retail experiences<\/a>\u00a0\u00a0
Levi’s celebrates 30 years of Toy Story with limited-edition collection<\/a>\u00a0 \u00a0
Levi\u2019s goes on tour with 88rising to spotlight SEA talent and summer fits<\/a>\u00a0 \u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"Levi\u2019s is doubling down on star power, this time with a name that already commands both fandom and…\n","protected":false},"author":2,"featured_media":348547,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[146,85,46,133034,169951,169950,169948,169953,169947,169952,169949],"class_list":["post-348546","post","type-post","status-publish","format-standard","has-post-thumbnail","category-entertainment","tag-entertainment","tag-il","tag-israel","tag-levis","tag-levis-alia-bhatt-ambassador","tag-levis-beyonce-reiimagine-campaign","tag-levis-blackpink-rose-collaboration","tag-levis-harajuku-store-rose-display","tag-levis-rose-partnership","tag-levis-super-bowl-behind-every-original","tag-levis-womens-strategy-ambassadors"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/348546","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=348546"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/348546\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/348547"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=348546"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=348546"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=348546"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}