Hailey Bieber becomes the first face of Levi’s iconic 501 jeans

I just spent a month’s wages on a Glastonbury ticket. Influencers are starting to stock up on tasselled suede garments and portaloo companies the world over are mobilising.

Festival season, my friends, is upon us. And to celebrate Levis have roped in Hailey Bieber to star as the first face of their iconic 501 denim line.

The cheek-skimming denim cut-offs has long been a staple of the festival wardrobe, having grazed the arses of Kate Moss, Sienna Miller, and every girl you’ve ever met. To mark the run-up to Coachella next weekend, Levi’s has asked Californian born Bieber to customise and model its shorts and jeans. 

Levi’s 501s turn a staggering 146 in May, making it one of the most enduring garments of all time; they have been worn by Marylin Monroe and James Dean and Tom Ford said he wished he had invented them. With no shortage of beautiful and influential fans, it’s a big deal for Levi’s to appoint Bieber as the jeans’ first-ever campaign star.

Levi’s chief marketing officer Jennifer Sey told WWD: “It never felt right before, but we love Hailey’s energy and optimism. It felt like the right time to associate a face with 501.”

Bieber has often been pictured wearing Levi’s clothing of her own accord and says she inherited her first ever pair of cut-offs from her dad. “I think it’s probably the most iconic piece of clothing there is – I remember how amazing the fit was on my first pair. They’ve been my favourite ever since.”

The Hailey Bieber for Levi’s 501 campaign launched on April 5.