American denim giant Levi’s and model Hailey Bieber are bringing the iconic cut of the 501 jeans back to center stage with a new 90s fit.
It’s been a little bored in our wardrobe for some time. Good news: the legendary jeans 501 comes back in a more modern version and still cool. It must be said that since its creation almost 150 years ago, it has not aged a bit. On the contrary, the one that is considered one of the most emblematic garments of all time evolves regularly and adapts to its time. More than ever in tune with the times, this year, the 501 jeans sign a back to the 90s to embrace the current nostalgic trend.
The new cut of the 501 90’s jeans
On the occasion of the spring-summer 2022 collection of the brand, the iconic Levi’s jeans are getting a new cut. It remains true to itself, that is to say straight and minimalist, twisted by a slight baggy effect. The 501 90s jeans, of which the model Hailey Bieber is the official muse, offer a looser cut at the level of the buttocks and the legs. Her midsized can be chosen narrower or wider depending on how one wants to wear it.
“It’s cool to immerse yourself in the era that saw us born and to be won over by inspiration. The aesthetics of 90’s photos, 90’s movies, 90’s fashion… All this fascinates me“, confides the young woman born in 1996.
The little touch in addition to this denim? The different faded colors available and its worn finish, with obvious vintage inspiration. Designed in a new, more comfortable silhouette, this it jeans in the making promises to be unanimous.
A campaign with seven visionaries
In addition to Hailey Bieber, Levi’s has enlisted seven visionaries to represent the Original 501 models, which will celebrate its 150th anniversary in 2023, and 501 90’s. These include rapper Kid Cudi, artist Tremaine Emory, musician Mike D, model Nathan Westling, influencer Gia Seo, stylist Gabriella Karefa-Johnson and musician Staz Lindes.
“We are proud to partner with seven pioneers known for pushing boundaries and leading authentic lives driven by creativity and originality.“; affirms Karen Riley-Grant, the director of marketing department of Levi Strauss & Co. What the campaign proves above all is that no matter its shape, its age or who wears it, the 501 is always a dream.