Levi’s has hired Justin Beiber’s wife Hailey to be the first ever face of its iconic 501 jeans.
The American denim giant has signed up the model, 22, to promote Levi’s 501s just ahead of the music festival season.
Levi’s chief marketing officer Jennifer Sey said: ‘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.
‘Hailey has been wearing our icons, Levi’s 501s and 501 shorts and trucker jackets, without us having to ask her to. She’s a real authentic fan.’
Hailey said she inherited her first ever pair of cut-offs from her dad.
She added: ‘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.’