Levi’s has revealed a multi-year global partnership with BLACKPINK’s Rosé. The company said the partnership will support the continued growth of its women’s business while also celebrating Rosé’s identity and global popularity. The news highlights Levi’s effort to connect fashion with major artists who have strong personal style and international fandoms.
The new deal builds on Rosé’s earlier work with Levi’s in the Behind Every Original campaign. That campaign was introduced during the Super Bowl this year and marked Levi’s first Super Bowl commercial in 20 years. On March 11, 2026, the brand also released Rosé’s own “Backstory,” giving fans and viewers a closer look at her creative vision and personal inspiration within the brand.
Starting on March 12, 2026, Rosé’s custom Levi’s look is set to be displayed at the Levi’s Harajuku store in Tokyo. The event will give visitors a closer view of the design and craftsmanship behind the outfits she wore during her performances on the DEADLINE World Tour in the city back in January, 2026. Later in this year, the partnership is expected to continue with an exclusive product collaboration. According to Levi’s, the result will show both Rosé’s signature style and the brand’s identity.
