Celebrity Name: ROSÉ
Brand Name: Levi Strauss & Co. (Levi’s)
Deal Type: Multiyear Global Brand Ambassador + Exclusive Product Collab
Announced: March 12, 2026 (Super Bowl campaign debuted Feb. 8, 2026)
Impact: Expands Levi’s reach with Gen Z and global K‑pop audiences while strengthening ROSÉ’s position as a fashion and lifestyle powerhouse
- Levi’s has officially signed ROSÉ to a multiyear global partnership, supporting the brand’s continued expansion of its women’s business while spotlighting her cross-cultural influence.
- The deal builds on Levi’s “Behind Every Original” campaign, which debuted at the Super Bowl, and now includes ROSÉ’s dedicated “Backstory” video offering fans a closer look at her creative vision.
- ROSÉ’s custom Levi’s stage looks from BLACKPINK’s Tokyo performances, featuring hand-done customization and premium materials, will be on display at the Levi’s Harajuku Store, beginning March 12.
- A ROSÉ x Levi’s exclusive product collection inspired by her personal style is set to drop later in 2026.
ROSÉ is adding another major fashion name to her already stacked résumé. The 29-year-old BLACKPINK singer has officially joined Levi’s as a global brand ambassador in a multiyear deal that supports the denim giant’s push to grow its women’s business worldwide.
The partnership had been quietly building for months. ROSÉ appeared alongside Doechii, NBA star Shai Gilgeous-Alexander, Questlove, and model Stefanie Giesinger in Levi’s “Behind Every Original” Super Bowl campaign, the brand’s first Super Bowl commercial in 20 years.
Levi’s described the collaboration as bringing together “two forces of originality,” noting that ROSÉ’s artistry and rock-and-roll edge have reshaped what it means to be a global superstar.
The deal has a strong live-music element baked in. ROSÉ wore custom Levi’s ensembles onstage during BLACKPINK’s Tokyo performances earlier this year, and one of those hand-crafted looks will be displayed at the Levi’s Harajuku Store starting March 12.
This is ROSÉ’s first marquee brand deal of 2026, following a big 2025 run that included campaigns with SKIMS and YSL Beauty. BLACKPINK bandmates Lisa, Jennie, and Jisoo also continue stacking luxury deals of their own, creating a “solo-but-connected” model of global brand power.
Just as Katseye recently landed a major deal as global ambassadors for Matrix Hair Care, K-pop artists are proving to be one of the most commercially powerful forces in global brand partnerships right now.
Levi’s also extends its long tradition of working with musicians, from Justin Timberlake and Beyoncé to recent collaborators like Kilo Kish’s “The Kilo Kish Edit” collection.
Takeaways
ROSÉ joining Levi’s isn’t just a fashion headline, it’s a case study in how K-pop’s biggest names are building independent brand empires while staying tethered to the group identity.
Each BLACKPINK member now anchors luxury and lifestyle portfolios across fashion, beauty, and sportswear, creating a “solo-but-connected” model that keeps the group’s collective pull incredibly strong.
For Levi’s, this is a smart pivot: pairing an American heritage denim brand with one of the most-watched women in global pop culture is a direct signal that the brand is serious about winning in Asia and among younger female consumers worldwide.
Does ROSÉ’s Levi’s era signal a shift toward more artist-designed denim staples in mainstream fashion? How might BLACKPINK’s “solo-but-connected” brand strategy influence how labels structure group deals in the future?
