ROSÉ joins Levi’s as new global ambassador and prepares an exclusive collaboration

ROSÉ, member of BLACKPINK, becomes the new global ambassador for Levi’s and is preparing an exclusive collaboration inspired by her personal style.

The K-pop star ROSÉ, widely recognised as one of the members of BLACKPINK, continues to strengthen her influence within the global fashion industry. The singer has just been announced as the new global brand ambassador for Levi’s, a partnership that reinforces her presence in international campaigns and across some of the most visible platforms in contemporary fashion.

The collaboration follows her appearance in the global campaign “Behind Every Original”, which premiered during the Super Bowl. In the campaign, ROSÉ offered audiences a more intimate glimpse into her creative process. As part of this new chapter, the brand has also released a special video titled “Backstory”, a short piece that explores the artist’s creative vision and her personal connection with the Levi’s legacy.

The partnership will also include an exclusive product collaboration scheduled to launch later this year. The upcoming collection aims to translate ROSÉ’s personal aesthetic into garments designed to allow fans to express their own creativity through the iconic Levi’s universe.

ROSÉ had already hinted at this collaboration during BLACKPINK’s concerts in Tokyo, where she appeared on stage wearing several custom Levi’s looks that had been hand-altered and reimagined. These pieces, which reflect the singer’s distinctive creative spirit, will soon be displayed at the Levi’s Harajuku store, offering fans a closer look at the design process behind her stage wardrobe.