Mrs. Bieber will be the first face of the brand’s fresh campaign for their signature 501’s denim. CMO of Levi Strauss and Co., Jennifer Sey, told WWD magazine “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.” Hailey affirmed this, sharing “I’ve been wearing 501 cut-offs since I can remember, they make me feel like me.” A day one fan, the model’s first pair came courtesy of her dad’s wardrobe.
Just in time for spring break and festival season, evident in the It model’s photoshoot as she sports a customised pair of cut and distressed 501 Shorts splattered with paint and neon accents, Coachella approved.
When asked why Levi’s has never had a face for the 501 in its nearly 150-year history, Sey told Women’s Wear Daily news “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”.