Levi’s® officially announced on March 10, 2026, a global partnership with ROSÉ, the world-renowned singer-songwriter and member of Korean girl group BLACKPINK. This collaboration between a denim brand with over 150 years of history and one of the world’s biggest superstars has already drawn massive attention from fans and industry observers alike — a meeting point where fashion, music, and culture converge.
Two Originals, One Vision
At the heart of this partnership lies a shared value: originality. Levi’s®, a brand long beloved by pioneers around the world since its founding, joins forces with ROSÉ, an artist who has captivated global audiences through an unwavering artistic vision and a deeply authentic identity. The brand frames this collaboration as a union of “two Originals.”
A member of BLACKPINK and a formidable solo artist in her own right, ROSÉ embodies the self-expression and authenticity that sit at the core of the Levi’s® brand philosophy. The partnership is also positioned as a significant move in Levi’s®’s ongoing push to expand its women’s business globally.
A Campaign That Started at the Super Bowl
The relationship between the two actually began earlier this year, when ROSÉ appeared in “Behind Every Original,” a global campaign that made its debut at the Super Bowl. This formal partnership announcement marks a further evolution of that collaboration. Alongside the announcement, Levi’s® released a dedicated content piece titled “Backstory,” offering a deeper look into ROSÉ’s creative vision and sources of inspiration.
Custom Levi’s® Looks at the Tokyo Concerts
In January of this year, during BLACKPINK’s three-night concert run in Tokyo, ROSÉ took to the stage each night in a different custom Levi’s® look — each one incorporating handcrafted customization and innovative finishing techniques. The ensembles underscored Levi’s®’s presence at the intersection of music and culture, making a powerful statement on a global stage.
The custom pieces worn by ROSÉ are currently on display at the Levi’s® Harajuku flagship store in Tokyo, offering fans a rare opportunity to witness up close the craftsmanship behind the looks that defined those performances.
A Product Collaboration on the Horizon
The partnership shows no signs of slowing down. Later this year, an exclusive product collaboration reflecting ROSÉ’s creative vision is set to launch, with pieces designed to help fans around the world express their individuality.
In Japan, Levi’s® is also planning a special giveaway campaign: new members who sign up for the Levi’s® Red Tab™ program will receive, on a first-come, first-served basis, an exclusive photo card set featuring ROSÉ from the “Behind Every Original” campaign. Full details are available at levi.jp.
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