On February 9, international media reported that singer Rosé (Blackpink) was appointed as a global ambassador for Levi's - one of the oldest and most famous denim brands in the world.
Also on this day, Rosé became the first Asian and Kpop artist to participate in a Levi's advertising campaign at the Super Bowl - American Super Bowl. "Behind Every Original" is also a campaign marking Levi's' comeback after more than 20 years of absence from this major sporting event.
In addition to Rosé, the campaign also has the participation of Grammy-winning artist Doechii, NBA champion Shai Gilgeous-Alexander, artist and director Questlove and model Stefanie Giesinger.
In fact, this is not the first time Rosé and Levi's have met. Before the official collaboration was announced, Rosé wore denim outfits designed specifically by Levi's during Blackpink's recent global tour.
According to the media, the "original" concept that Levi's wants to talk about in this campaign is the choices repeated over a long period of time, the accumulated experiences, and the personality formed from them. Rosé is the one who can convince that definition without explanation.
She is a global icon, but still maintains her own style and color in music, as well as in fashion and lifestyle. Rosé, an individual with a clear identity, is the image of the "original" at the present time that Levi's is looking for.
On the day of announcing her new status, Rosé appeared at Levi's Stadium in Santa Clara, California (USA) on the 60th Super Bowl NFL, the match between Seattle Seahawks and New England Patriots.
The Korean singer met MrBeast - the owner of the YouTube channel with the highest number of subscribers in the world. The two took pictures together, causing a social media storm.
As Levi's ambassador, Rosé coordinates a denim jacket, crop top and mini mini skirt, creating a dynamic, sporty style that quickly attracts all eyes.
After the contract with Levi's, Rosé is currently an ambassador for 6 brands. In particular, the names Rosé collaborates with are luxury brands or international brands, with leading reputation in the industry, including Saint Laurent, Tiffany & Co., Rimowa, Puma, YSL Beauty and Levi's.
The voice of the Blackpink group is increasingly expanding its influence in the fashion field.
Soon, on February 27, Rosé will reappear with the group Blackpink through the mini album "Deadline: - marking the return with the full lineup of the group after more than 3 years.
The mini album "Deadline" includes 5 songs: pre-released song "Jump", title track "Go", along with "Me and My", "Champion" and "Fxxxboy". According to YG Entertainment's revelation: "This album records unforgettable peak moments, along with the most brilliant Blackpink image at present".
