Levi’s revives the World’s First Jeans Line: 501® with a campaign ft. Hailey Bieber, A$AP Nast, Marcus Rashford & more stars

Levi’s will celebrate the 150th anniversary of the iconic 501® jeans next year, and ahead of the milestone, the globally renowned brand has enlisted a roster of stars and style influencers for its spring campaign.

Levi’s newest take on the classic 501 ’90s jeans takes the unparalleled style to new heights. While a button fly, straight leg, and Red Tab on the back right-hand pocket are the foundational blueprint of its design, the 501® continually evolves based on the current cultural and stylistic moment. What’s the difference this spring? Levi’s is tapping into the comfort so many are taking from all things late ‘90s; it’s the Levi’s® 501® ‘90s Jeans for women and Levi’s® 501® ‘90s Shorts for women that are right on trend. Hitting the right ’90s vibe, just as the fashion demands now, they have a lower rise and a trendy looser fit, exuding just the right amount of attitude.

To celebrate the 149 years of this denim icon, Levi’s has partnered with five visionaries whose stories truly embody the cool and carefree spirit of the 501. They will help pay homage through a stylish new campaign to the jean that started it all, they were patented in 1873 after all!

Stars showing off their versatile style and longevity of the iconic jean through the 501® Original, the 501® ‘90s Jeans and Shorts, and vintage 501®s from Levi’s® ​​Secondhand include actor Barbie Ferreira from Euphoria and the upcoming Jordan Peele directed Nope; designer, artist, model, and founding member of the legendary A$AP Mob, A$AP Nast; model, business owner, and YouTube host Hailey Bieber; Berlin-based, Korean-born DJ, artist, producer, and cultural icon Peggy Gou; and athlete, England star, philanthropist, and children’s activist Marcus Rashford.

The campaign celebrates the five incredibly talented individuals with their authentic personalities, and how they bring a unique perspective to everything they do. 501’s relax and slouchy silhouette has become Hailey’s hallmark, and has been seen on her multiple times. It features intimate conversations that touch upon moments that — like the 501® Original did for Levi’s® — changed their trajectory and took them to the path of success, as well as a range of arresting images that help bring to life their rich personal histories. It shows why change is so essential for stepping into your creative power and true self.

For a brand like Levi’s®, that epitomizes classic American style and effortless cool, this brand-altering moment came in May of 1873, when Levi Strauss & Co. was officially granted a patent for the copper rivets on their blue denim “waist overalls”. Though it took another few years to acquire its famous lot number, the Levi’s® 501®, and the blueprint for the denim blue jean, was officially born. What began as a piece of highly durable workwear, by the middle of the 20th century, would become one of the most iconic pieces of clothing ever made.

Today, the Levi’s brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. It has become one of the most recognizable jean manufacturer in the world, but it is not just that. Loyal customers view it as a badge of youthful rebellion, a staple of casual style, a canvas for creative self-expression, and the 501® Original is all things to all people. But most of all, it is a catalyst that changed the way we think about clothes.

Levi’s clearly defined style that mixes both classic and fashion forward pieces in unexpected ways. The brand helped us understand that a single item could be the launchpad for a person’s signature style. For the last 150 years people have found countless ways to make the Levi’s® 501® their own. A true testament to timelessness, the 501® transcends trends, and proves that genuine craftsmanship never goes out of style.