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Levi’s Taps Hailey Bieber, Jaden Smith for an Aspirational Festival Campaign

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Music festival season is typically a time when fashion brands thrive. But with lockdown orders still firmly in place, concerts and events of all kinds have been canceled for the foreseeable future—leaving both music and fashion with one less celebration.

But the cancellations aren’t stopping Levi’s from dreaming. This week, the heritage denim brand launched a campaign featuring Jaden Smith and Hailey Bieber, who was the face of Levi’s festival campaign last year.

“This year I was so excited to revisit the magic with Hailey, with the addition of our friend Jaden,” wrote Levi’s chief marketing officer Jen Sey in a Levi’s blog post. “But in lieu of dancing in the desert, I’m left daydreaming about some of my favorite Coachella performances of the past (Janelle Monae, Lorde, Beyoncé) while conjuring what would have been my new favorites from this year’s intended lineup—Ari Lennox? Frank Ocean?

“Well, there may not be any festivals, but we’re launching the campaign anyway because we all deserve to dream a little,” she added.

The campaign centers on youth optimism, with Smith and Bieber dressed in the brand’s newest arrivals for the warm weather, available now on the Levi’s website.

Classic washed denim complemented by dreamy floral and tropical prints help set the stage for a positive escape from the reality of COVID-19.

Standout looks include a women’s three-piece floral nylon outfit made up of a cream-colored windbreaker jacket with light pink flowers, matching drawstring waist pants and a cropped cami with an elastic waistband; as well as a matching set for men featuring a Cuban shirt and tapered chino shorts in a cheerful succulent print.

Feminine tops add a playful element, with puffed sleeves, white eyelet lace and black tassels accented throughout. The pieces are anchored by Levi’s signature denim in the form of mid-thigh shorts, cropped jackets and lightly distressed jeans.

Sey hopes the dreamy collection will help consumers feel a sense of optimism and normalcy.

“Levi’s has been through a lot. Earthquakes (1906, 1989), wars (WW1, WW2), pandemics (1918),” she wrote. “Through thick and thin, we’ve stood with our employees, our communities, our fans. To endure. And we’ll do it again, with you. Today.”

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