Hailey Bieber and Jaden Smith star in the latest Levi’s campaign, which dropped today. While the summer 2020 collection was initially conceived with music festivals in mind, it’s been rebranded to highlight youthful optimism due to the obvious COVID-related cancellations.
Though the pieces are entirely suitable for a Coachella weekend (in fact, last year Bieber was announced as the new face of the brand’s iconic 501 jeans, coinciding with the infamous California festival), the items are also versatile closet staple, especially for warmer weather.
Pieces in the women’s line range from classic Levi’s 501 denim shorts to peasant shirts. The men’s collection includes patterned button-up shirts, tapered shorts and classic tee’s, as well as, of course, 501 shorts and pants. Levi’s chief marketing officer, Jen Sey, penned a letter about the collection. It it, she writes about the arrival of the line at an unprecedented time in history and having Bieber and Smith on board for the campaign.
“As I look at Jaden and Hailey – our friends and partners – I’m so encouraged,” she wrote. “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 and responsibly. They challenge us (as individuals and as a brand) to be our best.”
As Sey wrote: “There may not be any festivals but we’re launching the campaign anyway because we all deserve to dream a little.”
View more shots from the campaign below and shop the collection here.
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