Levi’s brings ROSÉ collab to life with pop-ups across Asia

Levi’s is taking its partnership with ROSÉ beyond celebrity endorsement, giving fans ways to customise, create and participate in the collaboration through a new denim collection and immersive retail experience across Asia.

The Levi’s x ROSÉ collection, launching 15 September, features two signature silhouettes: a slim zip-up trucker jacket and loose boot jean, each available in two washes. Both draw on pieces that ROSÉ has worn herself, including the loose boot jean featured in the brand’s “Behind every original” Super Bowl campaign.

Rather than keeping the collaboration limited to ROSÉ’s image, Levi’s is building her identity into the product while giving consumers room to put their own stamp on it. At participating stores and pop-ups, fans can customise the pieces with graphics including “The Original girl”, “number one girl”, a reference to the opening track of ROSÉ’s debut studio album rosie, and the number 11, a nod to her birthday.

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The customisation options also include pins, zipper charms and denim star keychains featuring references to both ROSÉ and Levi’s. A custom back patch in ROSÉ’s handwriting reads “Levi Strauss with ROSÉ”.

The partnership is also moving beyond the product itself, with Levi’s bringing its “For every original” women’s experience to cities across Asia. The immersive pop-up begins in Tokyo’s Shibuya district from 15 to 20 September before travelling to Seoul and Shanghai.

The Tokyo experience combines Levi’s women’s denim heritage with interactive elements designed around self-expression. Visitors can explore an archive of women’s denim looks, take part in workshops and talks, create playlists through a Spotify activation and build their own zine from words, visuals, music and cultural references encountered throughout the space.

The experience will also feature the latest women’s collection fronted by ROSÉ, alongside pop-up-exclusive customisation services and limited-edition items. The Tokyo stop will serve as the exclusive debut of the Levi’s x ROSÉ collection.

Levi’s is positioning the experience around its more than 150-year history of women’s denim, including the 701, which the brand describes as the world’s first women’s jeans, introduced in the 1930s.

The collection will be available across Asia Pacific from 15 September through Levi.com, selected Levi’s stores across Greater China, Singapore, Thailand, the Philippines, Japan, Korea and Australia, as well as pop-up locations in Tokyo, Seoul and Beijing.

“I wanted this collection to capture what makes Levi's such a classic brand while feeling personal, like something out of my own closet,” said ROSÉ. “Every detail, down to the number 11, is a little piece of me woven into something I hope everyone can make their own.”

The move sits within a broader strategy by Levi’s to double down on influential female voices across markets. In September last year, the brand named Alia Bhatt as its global brand ambassador, as it leaned into the rise of relaxed fits, wide-leg silhouettes and reimagined denim staples for women. The partnership saw Bhatt fronting collections that blend contemporary styling with Levi’s heritage codes.

Earlier, in October 2024, Levi’s tapped Beyoncé for its “REIIMAGINE” campaign, following the release of Cowboy Carter and its track “LEVII’S JEANS”. The campaign reworked some of the brand’s most recognisable ads through a modern lens, led by filmmaker Melina Matsoukas.

That collaboration extended into August 2025 with the final instalment, “The denim cowboy”, which brought together previous campaign chapters while introducing pieces from the Beyoncé x Levi’s collection. The film reinforced themes of empowerment and cultural reinvention, positioning denim not just as a product, but as a storytelling vehicle.

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