American denim giant Levi’s, which launched its initial public offering on March 21 and sent shares soaring, have just tapped Hailey Bieber (née Baldwin) as the first face of its 501s denim. The campaign was launched just ahead of festival season (Coachella) and will continue to roll out through to May 20 to mark the date when the original riveted blue jeans were patented 146 years ago.
“I’ve been wearing 501 cut-offs since I can remember… they make me feel like me,” said Bieber, whose first pair came courtesy of her dad’s wardrobe. The team at Levi’s noticed it, of course. “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,” commented Jennifer Sey, chief marketing officer of Levi Strauss and Co.
As part of the campaign, Bieber will attend customising events, starting with Coachella, where she will host the brand’s fourth annual poolside brunch on April 13 with Snoop Dogg and St Vincent.
“We do festivals all over the world but this is the biggest and best,” said Sey about the California festival’s marketing value. “It’s still one of those centre-of-culture moments where you have youth culture, the best line-ups and acts, and so much style and music converging on the desert.” Expect to see pictures all over your Instagram feeds.
Check out below the best Hailey’ Levis Look.
#Peace.Love.HaileyBiber&Levis501s
