The Levi’s brand has been a set piece for some of the most powerful moments in modern history. And as society changes, so does Levi’s, adapting their classics to better fit the needs of the movers and shakers of tomorrow. The brand’s latest campaign, featuring Hailey Bieber and Jaden Smith, continues this tradition, addressing the tumult of the present moment while viewing the future through a lens of optimism.
What originally started as a festival season collaboration between the label, Bieber and Smith have evolved into an evergreen celebration of youth. The campaign takes the spirit and originality embodied by the two stars and turns it into a joyous conversation about music, fashion, and life itself. Levi’s has seen a lot — and with the help of modern change agents like Bieber and Smith, it will certainly see a lot more.
Jen Sey, CMO of Levi’s, wrote a personal note to accompany the new campaign, going into detail about the brand’s history of inclusivity and triumph over adversity. In the note, she quotes Bob Haas, great-great-grandnephew of Levi Strauss and current Chairman Emeritus of Levi Strauss & Co., who said: “Levi’s is the embodiment of the energy and events of our time.” Undoubtedly, this is an eventful time — but the growing energy that has accompanied it shows great promise for both independent culture and major labels like Levi’s.
Check out some images from the campaign below.