Levi Strauss & Co (LS & Co) has formalized a multiyear global partnership with the globally acclaimed singer-songwriter and member of Blackpink, Rosé to accelerate its brand resonance within the high-growth women’s apparel sector.
Following a teaser campaign during Super Bowl LX, this collaboration represents a calculated move to integrate the brand into the intersection of music and lifestyle. The partnership is already yielding visibility; during her recent three-night concert residency in Tokyo, Rosé performed in handcrafted, custom Levi’s ensembles, which are currently headlining a high-profile exhibition at the Harajuku flagship store.
Under the leadership of Michelle Gass, CEO, the company is prioritizing a ‘DTC-first’ strategy, with direct-to-consumer revenues growing by 8 per cent in Q4, FY25. By anchoring its marketing in Asia-Pacific - a region projected to see a 7 per cent CAGR in denim through 2030 - Levi’s is positioning itself to capture a significant share of the expanding women’s market, which research identifies as the fastest-growing end-use segment in the territory.
Wholesale scaling and lifestyle diversification
Beyond celebrity endorsements, Levi’s is aggressively expanding its physical footprint. A strategic partnership with Target will see the brand’s presence grow to over 1,000 locations by FY26-end. This expansion includes a 20 per cent increase in the women’s assortment for the Spring/Summer 2026 season, focusing on trend-forward silhouettes such as relaxed fits and ‘loose boot’ jeans. Our evolution into a head-to-toe lifestyle brand is resonating globally,’ states Heidi Manes, Senior Vice President, Levi’s - US and Canada, highlighting the brand's shift from a legacy denim manufacturer to a comprehensive fashion provider.
Founded in 1853, LS & Co is the global leader in denim, operating brands including Levi’s, Dockers (divestiture pending), and Beyond Yoga. With a 2025 gross margin of 61.7 per cent, the company is executing a pivot toward premiumization and lifestyle categories, targeting 1,000+ wholesale doors and expanding DTC channels across Asia and North America.
