Hailey Bieber is the new face of Levi’s 501. Hailey Bieber has been unveiled as the new face of Levi’s iconic 501 denim, the brand’s original blue jean.
The model joins the Levi family ahead of their original denim style turning 146 years old on May 20th.
Hailey customised pairs of 501 Original Skinny Jeans, 501 Short and 501 Authorized Vintage – just in time for festival season.
The 502 Shorts are cut and distressed with paint splatters and neon accents, while the Skinny Jeans has a cut on the back pocket with ‘H-A-I-L-E-Y’ colourd patches down the leg.
For Jennifer Sey, chief marketing officer of Levi Strauss and Co., Hailey’s being the new face of the brand is the perfect move.
She told WWD: “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. 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.”
And Hailey revealed that the collaboration was an obvious choice, saying: “I’ve been wearing 501 cutoffs since I can remember. They make me feel like me. I still wear them today.”
Hailey Bieber is the new face of Levi’s 501