Jaden Smith, Marcus Rashford and Emma Chamberlain have joined forces with Levi's, co-starring in the brand's Buy Better, Wear Longer campaign, fusing its 'commitment to making quality clothing that can last for generations with the passion of icons and activists working on issues critical to the future of our planet'.
Each campaign star fronts a short film talking about subjects that matter to them.
Jaden Smith commented, "The world we live in encourages us to constantly buy. It puts us in this bad cycle. I’m glad that Levi’s is changing that message by making thrifting cool. Some of my favorite pairs are thrifted. And I’m even more happy to see that Levi’s is supporting these amazing young voices who are all speaking up for the environment."
Levi’s new Buy Better, Wear Longer global advertising campaign is designed to increase awareness of the impact that clothing production and consumption has on the environment that sees their own clothing as an alternative or replacement other fast fashion clothing.
Levi are hopeful that this new brand campaign will encourage consumers to think twice about where to get their clothes along with pushing them towards buying second-hand clothing as well as engaging in-store tailors to extend garment life and generally wearing the item for longer.
According to Levi’s brand president Jennifer Sey, she hopes Levi’s Buy Better, Wear Longer global campaign will encourage consumers to be more intentional about their apparel choices.