Levi’s is betting big on Bieber, Hailey Bieber.
The American denim giant, which launched its initial public offering on March 21, sending shares soaring, has tapped the model/influencer as the first face of its most iconic product, Levi’s 501s. The Hailey Bieber for Levi’s 501 campaign launches today, just ahead of festival season, and will continue to roll out through May 20 to mark the date when the original riveted blue jeans were patented 146 years ago.
Campaign images feature Bieber wearing Levi’s styles she has customized with her name and hints of neon, including the original 501, the 501 skinny and 501 shorts.
“I’ve been wearing 501 cutoffs since I can remember..they make me feel like me,” said Bieber, who confessed that the first pair of Levi’s she ever had she stole from her dad. “I still wear them today.”
“Hailey has been wearing our icons, Levi’s 501s and 501 shorts and trucker jackets, without us having to ask her to. She’s a real authentic fan,” said Jennifer Sey, chief marketing officer of Levi Strauss and Co. Indeed, shortly after marrying last fall, she made headlines for wearing an oversize Levi’s trucker jacket customized with the name “Bieber,” confirming the news.
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