MANILA, Philippines — Levi’s® has officially announced a multi-year global partnership with chart-topping singer-songwriter and international icon ROSÉ, marking a collaboration that brings together two names known for originality, influence, and timeless style.
The announcement, made on March 12, 2026, highlights a union between the heritage denim brand and the Blackpink member and solo artist, whose artistry and distinct sense of style have made her one of the most recognizable global figures in music today. Levi’s® described the partnership as a celebration of authenticity, self-expression, and creative individuality, values that have long been central to the brand’s identity.
ROSÉ, known not only for her musical talent but also for her signature rock-and-roll edge and refined personal style, embodies the kind of originality Levi’s® has championed for over 150 years. As a singer, songwriter, and instrumentalist, she has built a strong cross-cultural following through both her work with Blackpink and her solo career. Through this collaboration, Levi’s® also aims to further strengthen the global expansion of its women’s business while tapping into ROSÉ’s wide-reaching cultural influence.
The partnership builds on Levi’s® recent work with ROSÉ in its global “Behind Every Original” campaign, which debuted during the Super Bowl. As part of the continued rollout, the brand also released ROSÉ’s dedicated “Backstory,”offering fans a closer look at her creative inspiration and personal vision.
Earlier this year, ROSÉ also made headlines during Blackpink’s performances in Tokyo, where she appeared onstage in a series of custom Levi’s® ensembles. The looks featured hand-done customization, premium materials, and innovative finishing techniques, reinforcing the brand’s growing presence at the intersection of music, fashion, and self-expression. Beginning March 12, fans can view one of ROSÉ’s custom Levi’s® looks up close at the Levi’s® Harajuku store in Japan, where the ensemble will be displayed as part of the brand’s celebration of the partnership.
Levi’s® said the collaboration is only beginning, with an exclusive product line inspired by ROSÉ’s creative vision set to launch later this year. The upcoming collection is expected to merge ROSÉ’s distinctive identity with Levi’s® pioneering design legacy, giving fans around the world a chance to express their own personal style through specially crafted pieces.
To further engage fans in the region, Levi’s® also announced that in Asia-Pacific, Red Tab members may opt to receive an exclusive photocard set featuring ROSÉ from the “Behind Every Original” campaign.
For updates on the partnership and upcoming releases, fans may visit Levi’s® official website or follow the brand on Instagram and TikTok.
Levi’s® remains one of the most recognizable names in fashion, known globally for its classic American style and lasting influence in denim. Since the invention of its iconic jeans in 1873 by Levi Strauss & Co., the brand has continued to evolve while staying rooted in innovation and individuality. Today, its products are available in more than 110 countries worldwide.
Meanwhile, parent company Levi Strauss & Co., one of the world’s leading apparel companies, reported net revenues of $6.3 billion in 2025. Its products are sold in around 120 countries through retailers, e-commerce platforms, and approximately 3,300 retail stores and shop-in-shops globally.
Watch ROSÉ’s “Backstory” HERE.
