Levi's has tapped Jaden Smith and Hailey Bieber to star in its new campaign. The project was originally intended to usher in festival season, but in light of the coronavirus pandemic, Levi's has chosen to shift the focus to today's 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 selected to front the new Levi's campaign because of their ties to both music and fashion. According to the brand, they each embody the optimistic spirit of today's youth, of which the project 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 sporting various Levi's garments throughout the campaign, ranging from T-shirts and floral tops, to chino shorts and of course, denim. You can shop the latest styles from the brand here.

What To Read Next

  • Image on Highsnobiety

    Tracking Ben Affleck: The Accidental Sneakerhead

    Style
  • Image on Highsnobiety

    All the Facts About Balenciaga's Child Ad Conspiracy "Scandal"

    Style
  • Man Wearing Sunglasses and Head Scarf

    Wearing Sunglasses in Winter Is a Style Power Move

    Style
  • Image on Highsnobiety

    Exclusive: Valentino Is (V)ery Serious About Its Toile Locò Bag

    Style
  • Image on Highsnobiety

    Introducing: Dior Tears by Kim Jones & Tremaine Emory

    Style
  • gifts for her

    Highsnobiety-Approved Gifts for Her, or Anyone

    Style
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.