Levi’s Taps Hailey Bieber, A$AP Nast, Peggy Gou and More for Its New "501®: The Number That Changed Everything" Campaign

After honoring the LGBTQIA+ community by unveiling its apparel collection for Pride Month, Levi’s now turns to its iconic 501® collection to celebrate its illustrious history. For its newest 501®: The Number That Changed Everything campaign, the San Francisco-based denim brand has tapped Hailey Bieber, A$AP Nast, Peggy Gou, Barbie Ferreira and Marcus Rashford — five individuals that embody the spirit of the 501® — to express the versatility and longevity of the iconic jean through the 501® Original, the 501® ‘90s Jeans and Shorts, and vintage 501®s from Levi’s® Secondhand line.

In addition to the campaign launch, Levi’s will also be dropping a limited-edition 501® Short collaboration with Emma Chamberlain on May 20 – 501® Day – in celebration of the birthday of the blue jean.

May will also bring about several perks for Levi’s® Red Tab™ loyalty members such as free button swaps with any purchase from May 16 to May 20, a collaborative workshop for fans to re-imagine their 501®s at the brand’s Times Square locations and free 501® patches with any purchase at all Levi’s retail and outlet locations.

Peep the campaign images above.

In other news, Levi’s recently partnered up with European design collectives to explore post-consumer denim.
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