Hailey Baldwin ... Hailey BIEBER, I mean ... is the new face of Levi's 501s and we LOVE this campaign!

First off -- Hailey's not just the face of the brand, she's the only representative ever of the most iconic name in denim. That's BIG. Second, Levi's is referring to the young supermodel as Hailey BIEBER in all of their press material so it's totally official now -- her checks are being written to Hailey Bieber, apparently.

Hailey said recently of the partnership: "I’ve been wearing 501 cut-offs since I can remember… they make me feel like me." Chief marketing officer of Levi Strauss Jennifer Sey commented: "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."

So why is Hailey the first-ever face of the brand? Sey told WWD: "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."

Mrs. Bieber's first big gig for the brand? Coachella! Not such a bad gig, right? Hailey will head out to the desert for the music festival next weekend to promote Levi's 501 at various parties and events surrounding Coachella including hosting the brand's fourth annual poolside brunch on April 13 with Snoop Dogg and St. Vincent. Sounds like fun; we're guessing Justin Bieber will go along for the ride!