Hailey Bieber is the face of Levi’s new spring denim campaign.
The model/TV host is joined by rapper/actor Jaden Smith for the gorgeous candy-colored gorgeous editorial which was lensed by Karla and Matthew Welch. The new collection was initially planned to be presented at this year’s Coachella festival but was rebranded due to the Coronovairus pandemic related cancellations.
Loosely inspired by the good old Woodstock days in 1969, the new collection comprises of a series of men’s and women’s looks that are suitable for a Coachella weekend. The men’s collection includes patterned button-up shirts, tapered shorts, classic tee’s, as well as, 501 shorts and pants. The women’s collection consists of classic Levi’s 501 denim shorts, peasant shirts, and sleeveless Charlie tops.
Hailey is no stranger to Levi’s and was tapped by the label last year as the new face of its iconic 501 jean. ‘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,’ said Jen Sey, CMO of Levi Strauss wrote in a letter about the collection.
The Levis 501 spring collection is available now worldwide. View more shots from the cheerful campaign here