A seminal fashion label teaming up with one of fashion’s It models (who also happens to be married to a mega pop star) makes a lot of sense, especially when said model is Hailey
Baldwin Bieber and the brand is none other than Levi’s. Today Levi’s announced Hailey Bieber as the face of its signature 501 denim, the brand’s original blue jean.
Hailey joins the Levi’s family ahead of the brand’s original denim style turning 146 years old on May 20 and just in time for festival season, which is clearly reflected in the model’s customized pairs of 501 Original Skinny Jeans, 501 Short and 501 Authorized Vintage. The 502 Shorts are cut and distressed with paint splats and neon accents, while Hailey’s 502 Skinny Jeans feature a cut on the back pocket and “H-A-I-L-E-Y” colored patches going down the leg.
Hailey’s street style usually leans toward oversized tops and loose-fitting bottoms inspired by the 90s, so for Jennifer Sey, chief marketing officer of Levi Strauss and Co., Hailey’s addition to the Levi’s roster was the perfect move.
“Hailey has been wearing our icons, Levi’s 501s and 501 shorts and trucker jackets, without us having to ask her to. She’s a real authentic fan,” Sey told WWD. “It never felt right before but we love Hailey’s energy and optimism. It felt like the right time to associate a face with 501.”
Fans can customize their own pair of denim at Levis Tailor Shops worldwide.
Shop Hailey’s Levi’s look below.