Hailey Bieber is having quite a year. Not only did the model get married to Justin Bieber, but she just landed a new fashion campaign with Levi’s. This May, the American heritage label is celebrating its 146th birthday since launching its classic 501 jeans in 1873.
It was a natural fit for both Hailey and Levi’s to partner for this campaign. “I’ve been wearing my 501 cut-offs since I can remember - I stole my first pair of Levi’s 501s from my dad,” says Bieber to Yahoo Lifestyle. She adds, “I think the 501 is ageless and timeless - I imagine that my style might change slightly over the years but my jeans will stay the same.”
“Hailey embodies that authentic and optimistic self-expression we felt represented the broad appeal of the 501® jean,” said Jennifer Sey, Chief Marketing Officer Global Brands, Levi Strauss &Co. in a press release.
Levi’s 501 jeans have been an iconic part of fashion for decades. Everyone from James Dean to Marilyn Monroe, and more recently Gigi Hadid and Hailey Bieber, have worn Levi’s 501s. In fact, vintage 501 jeans continue to be highly sought after, including by Bieber herself. “I love a great vintage find... I’m always looking for a good vintage 501 - Levi’s Authorized Vintage probably has some of the best vintage finds at the moment.”
Since launching the original 501s in 1873, the style has expanded into a multitude of looks, which Bieber embraces. “I love all of the 501 fits - Skinny, Authorized Vintage, and the Original 501...the entire family!” she says. “I also love the Levi’s Trucker Jacket. I could wear an entire Levi’s Canadian tuxedo!”
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