Rosé Officially Joins Levi's Global Campaign

The collaboration between Rosé and Levi's has been officially announced during the Super Bowl LX broadcast. Levi's launched its new global campaign, 'Behind Every Original,' premiering the campaign film 'Backstory.' This project spotlights individuals who have established distinctive originality in their respective fields, featuring Rosé alongside rapper Doechii, NBA star Shai Gilgeous-Alexander, music producer Questlove, and model Stefanie Giesinger.

In recent months, Rosé has fueled collaboration speculation by consistently showcasing custom Levi's denim looks. By styling vintage-inspired denim jackets and pants in her signature aesthetic, she has solidified her position as a fashion icon. This official campaign confirms her role as a global ambassador for the heritage denim brand.

Unveiled during the Super Bowl, one of the world's largest sporting events, the campaign underscores Levi's recognition of Rosé's global influence. 'Behind Every Original' goes beyond product advertising, foregrounding each participant's unique story and identity while emphasizing the brand's philosophy of originality. As Rosé continues her journey from K-pop sensation to global pop artist, she is establishing an unparalleled presence in the fashion industry as well.