Naomi Osaka and Emma Chamberlain star in Levi’s 501 Originals campaign


To celebrate 501 Day, also known as Blue Jean’s 148th birthday, Levi’s is launching its 501 Originals collection. For this year’s celebration, which takes place on May 20th, the brand is also presenting the collection on seven fresh faces, all of which embody the spirit of the brand “creativity, authenticity, self-expression and originality”. The campaign images show talents 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.

From May 13th through 501 Day on May 20th, the brand will launch its new Originals campaign, featuring these stars showing off their favorite ways to style and wear their Levi’s. For the collection, there are limited edition drops of product like Levi’s x Wasted Youth 501 ’93s and Levi’s Vintage Clothing 1955 Japan 501s. In the back pocket of jeans purchases there are trading cards with hidden surprises (like signed cards and denim relic cards with denim worn by the Originals cast) while supplies last. Read on to see the campaign pictures.


Melinda Martin