In celebration of 501 Day, aka the 148th birthday of the blue jean, Levi’s is launching its 501 Originals collection. For this year’s celebration, which takes place on May 20th, the brand is also showcasing the collection on seven fresh faces who all embody the brand’s spirit of “creativity, authenticity, self-expression, and originality”. The campaign imagery showcases talent like tennis player Naomi Osaka, model Hailey Bieber, TikTok personality Emma Chamberlain, actress Barbie Ferreira, singer Jaden Smith, soccer player Marcus Rashford, and basketball player Shai Gilgeous-Alexander.
Starting on May 13th and leading up to 501 Day on May 20th, the brand will roll out its new Originals campaign where these stars will show off their favorite ways to style and wear their Levi’s. As for the collection, there will be limited edition product drops like the Levi’s x Wasted Youth 501 ’93s and Levi’s Vintage Clothing 1955 Japan 501s. There will also be collectible trading cards with hidden surprises (like signed cards and denim relic cards with denim worn by the Originals cast) in the back pocket of jean purchases while supplies last. Keep reading to see the campaign imagery ahead.