Levi’s has tapped Jaden Smith and Hailey Bieber to star in its new battle. The venture was initially proposed to introduce celebration season, yet considering the coronavirus pandemic, Levi’s has decided to move the concentration to the present youth.
” Levi’s has always been a symbol of democratic inclusion and youth empowerment, the choice of those daring to push for a better tomorrow,” said Levi’s CMO, Jen Sey. ” Levi Strauss himself was the embodiment of this ideal. He left his home in (Bavaria) to seek a better life on the shores of California. He opened a dry goods store and donated the first of his profits to a local orphanage.”
Jaden and Hailey were chosen to front the new Levi’s battle in view of their connections to both music and design. As per the brand, they each encapsulate the hopeful soul of the present youth, of which the task celebrates.
” As I look at Jaden and Hailey – our friends and partners – I’m so encouraged,” Sey went on to add. “Hailey’s optimism and authenticity are inspiring. Jaden’s commitment to the environment, his passion to educate us on how we can all choose more wisely, more responsibly. They challenge us (as individuals and as a brand) to be our best, they remind me of what it is to be filled with hope. And we all need to remember that right now.”
Smith and Bieber can be seen donning different Levi’s articles of clothing all through the battle, running from T-shirts and flower tops, to chino shorts and obviously, denim. You can shop the most recent styles from the brand’s website.
Check out their pictures in the gallery below.