Inspired by some of the great style icons of the late ‘90s, Levi’s® latest campaign features Hailey Bieber wearing the newly-launched 501®'s.

With the 90’s fashion revival looking set to continue long into 2022, Levi’s® have reminded us that you can’t go wrong with an old favourite. The new Levi’s® 501® 90s are modelled by the effortless, low-maintenance fashionista Hailey Bieber, featuring a more relaxed fit that sits just below the waist.


90’s baby Hailey Bieber was born in 1996, and describes how “It’s cool to look upon the era that you were born into and just draw inspiration,”. She discusses her relationship to the decade: “Just the aesthetic of the photos of the ‘90s, the movies of the ‘90s, the fashion of the ‘90s. It’s just fascinating to me.”

Further emulating a vintage ‘90s vibe, the new addition to the 501® family comes in a range of washes with worn-in finishes inspired by the popular looks of the decade. These jeans might lead you one step closer to finding that illusive perfect pair this year.


The Levi’s® 501® 90s are part of the Spring/Summer 2022 release, and can be found here.

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