Actress and singer Willow Smith has been enlisted to front Onitsuka Tiger's Autumn/Winter 2020 campaign. The 19-year-old will model a selection of shoes as well as a number of ready-to-wear pieces.
Selection criteria for brand ambassadors are continuing to evolve. In recent years, a number of renowned models, runway stars and social media players all but cornered the market to the point where they were omnipresent in endless campaigns for both popular and luxury brands.
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However, this era appears to be coming to a close. These days, ready-to-wear brands that aim to stand out are increasingly calling on strong personalities and politically committed representatives who advocate self-expression.
This strategy is reflected in the choice of Willow, daughter of Will Smith and Jada Pinkett Smith. Charisma, assertiveness, committed messages on social networks: the young woman regularly makes her voice heard in support of causes that are close to her heart.
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The campaign, which, as Women's Wear Daily reports, dates from before the period of lockdown to stem the spread of the coronavirus, shows Willow in a selection of ready-to-wear and shoes in an untamed natural setting.
Part of the proceeds from the sale of the creations in the video will be donated to the NAACP Legal Defense Fund to support its contribution to Black Lives Matter. Last September, Willow's father, Will, also appeared in a short film for the brand. – AFP Relaxnews
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