Hailey Bieber New Face of Denim Giant

Hailey Bieber in denim jeans

In the 1990s, celebrities and stars famously wore their 501s a bit looser on their waists, with a chill yet stylish vibe. For Autumn/Winter 2022, Levi’s is partnering with Hailey Bieber and introducing a new 90’s inspired 501 90s for Her.

With a more relaxed fit through the seat and leg, the 501 90s are looser than the traditional 501s. Sitting just below the waist, it offers a stylish yet comfortable fit that can easily be sized up or down. Ultimately, the 501 90s captures the essence of the late ‘90s fashion when looser fits offered just the right amount of attitude and sass. It’s a nostalgic style that Hailey Bieber has always been a big fan of.

“It’s cool to look upon the era that you were born into and just draw inspiration. 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,” said Bieber.

This new addition to the 501 family comes in a range of washes that feature worn-in finishes inspired by the popular vintage looks of the era. It reimagines 501s in the style of the ‘90s with some contemporary flair.

“We were really inspired by how some of the great style icons of the late ‘90s wore their 501s, with a slouchy fit and a ton of attitude. It just felt so right for right now. And with finishes that have been really clean, and stone washed for a while, it’s nice to see a return to something more well-worn and vintage-inspired. It’s a jean that’s not only physically comfortable but taps into that nostalgia of a jean you loved and wore back in the day,” said Jill Guenza, Vice President of Design for Women’s Apparel at Levi’s, Strauss & Co.