7 Mar – Aptly named girl group NewJeans has been appointed the new global ambassadors for who else, but denim house, Levi's.
Speaking about the collaboration, the group expressed, "We are honoured and thrilled to partner with Levi's, a timeless brand that represents the world's most iconic pair of jeans while also looking to the future."
The company's rep stated that they prepared a meeting with NewJeans as the first step to appeal to Generation Z while celebrating the 150th anniversary of the birth of [Levi's jeans] 501.
"As they have free, fashionable, and bright energy, we plan to work on various performances and interesting projects together as our brand ambassador."
Making their debut in July last year, the group, consisting of Minji, Hanni, Danielle, Haerin and Hyein, gained popularity through their debut songs, "Attention" and "Hype Boy".