Jaden and Hailey were selected to front the new Levi’s campaign because of their ties to both music and fashion. According to the brand, they each embody the optimistic spirit of today’s youth, of which the project celebrates.
“I stole his Nineties dad look,” Bieber shared of her first pair of Levi’s, 501s that she snatched from her father, actor Stephen Baldwin.
“I’ve actually been getting a lot more done than I expected,” shared 23-year-old model Hailey Bieber of being confined during the pandemic. She and her husband, pop star Justin Bieber, are together in his home country of Canada. “I’m feeling really inspired, and I’ve been putting together a bunch of inspiration boards for different projects I want to do in the future, reading new books and watching new shows….I’ve been spending a lot of time baking, and I absolutely love it.”
Smith and Bieber can be seen sporting various Levi’s garments throughout the campaign, ranging from T-shirts and floral tops, to chino shorts and of course, denim.