The Coachella Valley Music and Arts Festival may not be happening this spring due to the Coronavirus pandemic, but that doesn’t take away from the preplanning inspired by the main event. As a hopeful gesture with dreams of a bright future, Levi’s releases its 2020 festival campaign. The brand taps Jaden Smith and Hailey Baldwin Bieber as its stars for the season. The pair dons quintessential festival style as they pose for colorful photos on a lawn front.
Levi’s puts its latest advertisement into context, explaining, “Make no mistake, young people are being hit hard during this crisis. Beyond not getting to experience seminal milestones like graduations and proms, they are graduating into tremendous economic uncertainty, their planned futures unclear for now.” The fashion brand continues, “They are living at home with their parents when most would be breaking out on their own. They are on pause for the immediate future with incredible challenges ahead. But their optimism and sense of community and identity will carry them through.”