For its latest campaign, Levi’s has tapped Hailey Baldwin and Jaden Smith to front the label’s latest collection. Originally rooted in festival season as well as Hailey and Jaden’s ties to music, the campaign celebrates the optimistic spirit of today’s youth. “Levi’s has always been a symbol of democratic inclusion, youth empowerment, and the choice for those daring to push for a better tomorrow,” said the label about the collection. “Make no mistake, young people are being hit hard during this crisis. Beyond not getting to experience seminal milestones like graduations and proms, they are graduating into tremendous economic uncertainty, their planned futures unclear for now. They are living at home with their parents when most would be breaking out on their own. They are on pause for the immediate future with incredible challenges ahead,” the label adds, referring to the ongoing coronavirus pandemic which has impacted the world in ways we could have never imagined. “But their optimism and sense of community and identity will carry them through.”
Courtesy of Hypebae