The iconic Levi’s brand has officially announced a multi-year global partnership with Rosé, the chart-topping singer-songwriter and global pop culture powerhouse. The collaboration brings together two forces known for originality and authenticity — Levi’s®, a lifestyle brand that has been dressing the world’s originals for more than 150 years, and Rosé, whose distinctive artistry and rock-and-roll spirit have helped redefine what it means to be a modern global superstar.
A beloved singer, songwriter and instrumentalist, Rosé has built a reputation for fearless creativity and effortless style. As a member of the internationally acclaimed K-pop group Blackpink, and through her own successful solo career, she has cultivated a powerful global fanbase and a fashion identity that resonates across cultures. The partnership arrives as Levi’s® continues expanding its women’s category globally, aligning perfectly with Rosé’s influence as both a cultural tastemaker and a voice of self-expression.
The collaboration builds on Rosé’s recent appearance in Levi’s® global “Behind Every Original” campaign, which debuted during Super Bowl broadcasts earlier this year. As part of the campaign rollout, Levi’s® has now released Rosé’s dedicated “Backstory,” giving fans a closer look at the inspirations behind her artistry and the creative journey that has shaped her career.
Earlier in the year, Rosé also made a bold fashion statement during Blackpink’s performances in Tokyo, stepping onto the stage wearing a series of custom Levi’s® ensembles. The outfits featured hand-done customization, premium materials and innovative finishing techniques — blending classic denim heritage with contemporary pop culture flair. The looks quickly caught the attention of fans and fashion insiders alike, reinforcing Levi’s® presence at the crossroads of music, culture and self-expression.
From 12 March, fans visiting the Levi’s® Harajuku store in Tokyo will be able to see one of Rosé’s custom performance looks up close, offering a rare glimpse into the craftsmanship behind the outfits she wore during the Tokyo shows.
The partnership is only getting started. Later this year, Levi’s® and Rosé will unveil an exclusive product collaboration that will bring the artist’s creative vision directly into a new collection of style-driven Levi’s® pieces. The upcoming drop promises designs that reflect Rosé’s distinctive aesthetic while staying true to the pioneering spirit that has defined the Levi’s® brand for generations.
For fans, it’s the kind of collaboration that just makes sense — authentic, stylish and rooted in culture. With Rosé’s global influence and Levi’s® timeless denim legacy, the partnership is expected to create serious waves across fashion and music circles worldwide. And judging by the buzz already building online, when that collection finally drops, fans are definitely going to pull through in numbers — because when style and star power link up like this, the hype is real.
