When a heritage brand with over 150 years of history aligns with one of the most influential voices in modern pop culture, the fashion landscape takes notice. Levi’s® has officially announced a multi-year global partnership with ROSÉ, the chart-topping singer-songwriter and global icon, marking a significant moment in the brand’s continued evolution.

The collaboration unites two distinct forces of originality. On one side, Levi’s® remains the definitive lifestyle brand, outfitting generations of originals. On the other, ROSÉ brings her authentic artistry and a distinct rock-and-roll edge that has redefined the archetype of a global superstar. As both a pivotal member of the South Korean powerhouse BLACKPINK and a formidable solo artist, she has cultivated a unique personal style that resonates with fans worldwide.

This partnership is a natural progression following the brand’s recent collaboration with ROSÉ in the global “Behind Every Original” campaign, which made its debut during the Super Bowl. Expanding on that narrative, Levi’s® has released ROSÉ’s dedicated “Backstory,” a closer look into the creative vision and inspiration that drives her artistry.

The synergy between the artist and the brand was already evident earlier this year. During BLACKPINK’s Tokyo performances, ROSÉ commanded the stage in a series of custom Levi’s® ensembles. These looks featured intricate hand-done customisation, premium materials, and innovative finishing techniques, perfectly illustrating the intersection of music, culture, and self-expression. For those in Tokyo, these custom pieces will be on display at the Levi’s® Harajuku store from 12 March, offering an up-close look at the craftsmanship behind the tour wardrobe.

Looking ahead, the partnership promises an exclusive product collaboration slated for later this year. This upcoming collection will translate ROSÉ’s creative vision into style-driven Levi’s® pieces, allowing fans globally to integrate her distinctive identity and the brand’s pioneering spirit into their own wardrobes. It is a compelling union of classic Americana and contemporary global influence — and the most exciting denim story of 2026.