Lee Jeans announces K-pop artist NCT JAEMIN as its new Asia Pacific Brand Ambassador. Known for his authentic and multifaceted persona, NCT JAEMIN naturally embodies the brand’s belief that life’s most genuine moments unfold in denim. His unique ability to balance playful charm with thoughtful maturity makes him the perfect face for Lee’s “The Best Stories Happen in Jeans” spirit.

The upcoming campaign will capture NCT JAEMIN in a series of authentic, unscripted moments. Showcasing distinct denim looks, including 4 iconic Lee 101: the classic rinse set, the slim cut 101J Rider Jacket with 5-year vintage wash 101 Jeans, the vintage wash 101J Cowboy Jacket and Jeans, and a deep black wash set, the narrative reveals how our best stories emerge when we embody the many facets of self-discovery through Lee denim.

The Perfect Match: NCT JAEMIN and Lee’s Spirit

NCT JAEMIN’s persona, often described as both introspective and effortlessly charismatic while approachable, resonates deeply with the brand’s core values. He is an artist who values genuine connection and honest self-expression, making him a natural fit for a brand built on heritage and authenticity.

As he said, “I’m truly excited to join Lee as the new ambassador. I look forward to creating a new chapter for Lee together with you all!”

Between Worlds: A Denim Journey

The campaign film opens with NCT JAEMIN in relaxed and youthful 101 vintage wash look, capturing the effortless vibe of everyday life. A moment of curiosity, looking through a vintage camera, reveals an alternate self: a more curated and sophisticated iteration dressed in a timeless classic rinse 101 style. What follows is not a story of conflict, but a rather connected exploration of self-discovery. The two selves observe and inspire one another, one dances with spontaneous grace, the other seeks playful freedom. This journey between identities mirrors how our best stories often emerge from life's contrasts, between routine and adventure, introspection and expression, youth and maturity.

Through these transitions, Lee denim remains the constant. Each 101 style, from the 10 years vintage wash to the classic rinse, adapts to every version of ourselves while staying true to its heritage of authenticity and quality.

The campaign will launch across Asia in January 2026, with content spanning digital and social media platforms.