Hailey Bieber & Jaden Smith pro Levi’s — LUXURYMAG

Optimism is in place after an emergency, so why not make it in your look as well? Try it as Hailey Bieber nebo Jaden Smith s Levi’s!

At the beginning of May 2020, a campaign started, on which Levi’s collaborated with Hailey and Jaden. What was originally supposed to be about the festival season turned into a celebration of the optimistic spirit of today’s youth in light of the coronavirus pandemic. That is what Hailey and Jaden embody.

Hailey Bieber & Jaden Smith

“Levi’s® has always been a symbol of democratic inclusion and youth empowerment, a symbol of young people fighting for a better future”she said Jey Sey, Marketing Director of Levi’s. She also wrote a feature about the campaign, how all this is connected to the history and core values ​​of the Levi’s brand.

In addition, she added: “Levi Strauss himself was the embodiment of this ideal. He left his Bavarian home to seek a better life on the California coast. He opened a shop here and donated his first profit to a local orphanage.”

Music with fashion = Levis

Hailey and Jaden were chosen by Levi’s because of their ties to music and fashion. According to the brand, they embody youthful optimism. “Looking at both of them cheers me up, they’ve become our friends,” continues Sey.

“Hailey’s optimism and authenticity are so inspiring. Or Jaden’s attitude towards the environment, his passion, with which he explains how to live more thoughtfully and responsibly. They challenge us, as individuals and as a brand, to be even better. Looking at them makes me feel hopeful. And we all have to keep reminding ourselves of that today.” she finished.

Photo source: Levis