Year in Review: Denim Brands Tightened Ties with Musicians, Celebrities in 2023
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Denim’s long-standing place in pop culture was evident in 2023 by the number of celebrity-designed collections and campaigns.
“Yellowstone” actor Cole Hauser became part of the Authentic Brands Group family in 2023 when he signed on to be a brand ambassador for Lucky Brand and Frye. The actor will participate in collaborations and brand activations and appear in 2024 campaigns.
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Emerging musicians, including “Daisy Jones & The Six” actress and singer Suki Waterhouse, posed for Madewell’s summer campaign. Nigerian-born DJ TOBi, Los Angeles native singer-songwriter Dana Williams, musician and actor Malcolm McRae and singer and TikTok star Valentina Cy were also featured. The musicians wore key pieces from Madewell’s summer collection like oversized poplin shirt, wide-leg jeans and baggy workwear pants.
In a play to attract younger generations, Levi’s partnered with NewJeans, the appropriately named all-girl K-pop group, for spring and fall marketing campaigns. The band also joined in Levi’s celebrations for “501 Day” with a performance in Seoul.
The denim behemoth also teamed with Brazilian popstar Anitta for a campaign to mark the 150th anniversary of the 501. The “Envolver” singer was captured in her favorite Levi’s styles including the 501 Original short and two versions of 501 jeans.
As a homage to its hip-hop roots, True Religion released “Music is #MYRLGN,” a campaign starring Atlanta-based rappers Lil Gnar and Kaliii. The The campaign showcased True Religion’s 21st birthday collection, a range of colorful denim, activewear and logo-driven tops.
In May, Wrangler announced a multiyear partnership with Lainey Wilson, CMA Female Vocalist of the Year. In addition to starring in the brand’s Fall/Winter 2023campaign, the Triple Tigers” chart-topper will appear in Wrangler’s Spring/Summer 2024 campaign, and she will co-design a capsule collection due in Fall 2024.
At the time of the announcement, Wilson said “nothing” feels more like home “than a pair of Wrangler jeans” and described the partnership as a “perfect fit.”
Many famous faces embraced the creative side of brand partnerships.
AG kicked off New York Fashion Week in the fall with a collaboration with multi-hyphenate model, actress and entrepreneur Emily Ratajkowski. Centered on versatile staples that mix and match, the brand said the collection reflects the AG aesthetic as well as Ratajkowski’s personal style.
It included cargo jeans, wool trousers and miniskirts, jean jackets with cinched waists and shrunken fits, split-front flare jeans and a vegan leather trench. An “organic supporter” of the brand, Ratajkowski also appeared in an ad campaign for the collection.
Blackpink member, Jennie, linked up with Calvin Klein for a collection of ’90s jeans, a denim shirt and basics inspired by her off-duty style in May. Personalized touches including custom branding that reimagines the iconic Calvin Klein logo in Jennie’s handwriting.
Jeans and denim vests were part of Rita Ora’s collaboration with Primark, the Irish retailer’s first truly international collaboration. Focused on versatile staples like knitwear, blazers, T-shirts and denim, the collection was closely co-designed by Primark and Ora alongside emerging London-based designer Jawara Alleyne, a West Indian graduate of Central Saint Martins.
Levi’s partnered with former “Euphoria” actress Barbie Ferreira twice this year, first in January for a line of upcycled 501 jeans, and again in November on a dark fairytale-inspired capsule collection. The latter included a mesh top, a chartreuse skirt with a raw hem and a matching hat. Ferreira’s signature Demon-Bunny logo decorated styles in both assortments.
Dickies linked up with Ferreira’s former co-star, Sydney Sweeney, twice as well. The collaboration was part of automaker Ford Motor Company’s campaign with the actress and car enthusiast, and it included reimagined workwear like Dickies’ 847 work pant, updated with a waist band that can be flipped to reveal a custom liner, and twill overalls accented with pink straps and stitching. A second collection was inspired by Sweeney’s 1965 Mustang and included a denim coverall and work jacket.
The denim choices made by celebrities also garnered headlines in 2023.
Former first lady Michelle Obama received rave reviews on social media for the denim Oscar de la Renta dress she wore to the U.S. Open in August. Actresses Maya Hawke and Marion Cotillard stepped out at the Cannes Film Festival in denim coordinates by Schiaparelli and Chanel. Gisele Bündchen rocked an oversize Frame denim jacket at the denim brand’s NYFW dinner in September.
‘It’ girls like Hailey Bieber and Bella Hadid kept low and loose jean fits in social media feeds. Rihanna put a modern twist on maternity denim by wearing oversized jean jackets and baggy jeans below her belly. Actress Anne Hathaway wore a denim gown from Ralph Lauren’s Spring/Summer 2024 collection to the 2023 CFDA Fashion Awards in November.
Country musicians like Dolly Parton, Jason Aldean and Garth Brooks embraced the music genre’s denim roots by wearing jeans to the 58th Academy of Country Music (ACM) Awards. Broken-in jeans are an essential part of Riley Green‘s wardrobe. The “Different ‘Round Here” sported Levi’s and Carhartt in Rivet’s winter issue.
Julia Fox continued to put emerging designers and studios on fashionista’s radar by stepping out in unconventional denim outfits. In February, she was snapped wearing Mpaz Studio’s dress made from recycled denim waistbands.
Orville Peck took to the stage dressed in custom Levi’s. The “Dead of Night” singer rocked out in a jacket and jeans embellished with chain-stitched loops, multi-color panels and Southwest-inspired rivets, crystals and medallions at his “Orville Peck’s Fifth Annual Rodeo” in Pioneertown, Calif. in November.
And as grunge fashion caught on with Gen Z in 2023, a pair of Levi’s jeans owned by Nirvana frontman Kurt Cobain fetched $412,750 at auction in November. Estimates pegged the patched pair of distressed button-fly jeans as likely to go for $10,000-$20,000. The desirable denim ended up nabbing 39 bids.
