Hailey Bieber and Jaden Smith star in the latest Levi's campaign - The images, inspired by the festival season, are a call to optimism

When Levi's shot the images for the new summer 2020 campaign starring Hailey Bieber and Jaden Smith, outdoors in a sunny field surrounded by palm trees, were conceived to celebrate the festival season. Then came the Covid-19, lockdown and social distance to upset our lives, turning those shots into a call for collective optimism, inclusiveness and youth empowerment.

Hailey's optimism and authenticity are inspiring. - Says Jen Sey, senior vice president and chief marketing officer at Levi's - 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.