Global denim brand Levi's continues to celebrate creativity and individuality with its latest campaign, “Behind Every Original.” At the center of the campaign is Rosé, the global star from BLACKPINK, who joins Levi’s as one of its global brand ambassadors.
The campaign highlights a collective of creators whose personal stories shape culture today. Through music, fashion, sports, and art, these individuals embody what it truly means to be original. “Behind Every Original” brings together a diverse group of ambassadors whose creativity continues to influence their respective industries.
“When I create something new, I start with myself. Each project begins with a clear vision—one I carefully shape and bring into the world,” shared Rosé. For her, originality begins with authenticity—something that perfectly aligns with Levi’s legacy of self-expression through denim.
Rosé’s artistry is rooted in intention and self-expression. Known for her distinctive voice and effortless style, she approaches every project with a strong creative vision. Her partnership with Levi’s highlights denim as a timeless staple—one that evolves with the person wearing it. In the campaign, Rosé brings a refined yet relaxed aesthetic, showing how classic denim pieces can feel both personal and modern.
Artist Doechii represents bold creativity. Her fearless approach to music and style reflects the same spirit of individuality that Levi’s has championed for generations.
NBA star Shai Gilgeous-Alexander brings a multidisciplinary perspective to the campaign, drawing inspiration from the world around him and translating it into his personal style.
For musician and producer Questlove, Levi’s is tied to a formative memory—one that ultimately played a role in the early days of The Roots.
Model Stefanie Giesinger represents relaxed authenticity, embracing denim in its most natural form—comfortable, personal, and timeless.
For decades, Levi’s has been more than a denim brand—it has been a symbol of individuality and cultural expression. The “Behind Every Original” campaign continues that legacy by spotlighting creators whose stories inspire others to embrace their own originality.
With Rosé leading the campaign alongside a global roster of artists and innovators, Levi’s reminds us that behind every iconic style is something even more powerful: the person who wears it.
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