Hailey Bieber Named the New Face of Levi's 501 Jeans

Hailey Bieber is the new face of the classic Levi’s 501 jeans!

The 22-year-old model shows off the pants and more in these new campaign images.

Levi’s original blue jean is turning 146 years old on May 20, and the brand is kicking off the celebrations early with Hailey, who is featured wearing and customizing the iconic Levi’s 501.

From its origin as a functional work garment to its prominence as a fashion statement, every 501 jean tells a story. From the start of festival season (Coachella next weekend) to 501 month (May), Hailey reimagines her 501 shorts and jeans with hits of neon — everything from the 501 Original, to the 501 Skinny, to Levi’s Authorized Vintage.

There are also details like customized neon H-A-I-L-E-Y patches down the leg of her 501 Skinny, and the iconic Levi’s back patch updated in a variety of neon colors.

“I think it’s probably the most iconic piece of clothing there is – I remember how amazing the fit was on my first pair,” Hailey said. “They’ve been my favorite ever since.”

Watch Hailey give some tips on festival packing below!

10+ pictures inside of Hailey Bieber‘s new campaign…