For over 150 years, Levi’s has been the unofficial uniform of the stage, worn by rebels, risk-takers, and icons who move culture forward.
For 2026, the brand is returning to this core DNA, tapping two of the world’s most sought-after artists to lead the charge: global phenomenon ROSÉ and hip-hop visionary Doechii.
Titled “Behind Every Original,” its new campaign explores the idea that true influence isn’t just about the final performance – it’s about the backstory. This campaign celebrates the creative spirit that defines Levi’s.
Levi’s has always been the fabric of the creative process. From the garage rehearsals to the stadium tours, the 501 is the uniform that supports the grit and authenticity required to become an “Original.”
This campaign highlights the collective of artists who are rewriting the rules of their genres, wearing the silhouettes that are currently defining the local market:
- ROSÉ (Global Brand Ambassador): The K-Pop icon brings a high-fashion lens to the brand, championing the Ribcage Slim and Loose Boot.
- Doechii: Capturing the raw, kinetic energy of the next generation, she styles the Low Slim Boot with vintage-inspired vests.
- The Collective: They are joined by international model Stefanie Giesinger and music historian Questlove, cementing Levi’s status as the common thread across music, sport, and culture.
Music remains the heartbeat of the brand, a sentiment that resonates deeply here in New Zealand, where the festival circuit and street culture drive fashion trends.
