Monday, 22 June 2020

Willow Smith is the new face of Onitsuka Tiger

Onitsuka Tiger, which is renowned for its graphically styled sneakers, has enlisted actress and singer Willow Smith for its 2020 fall-winter campaign. The 19-year-old will model a selection of shoes as well as a number of ready-to-wear pieces.

The selection criteria for brand ambassadors are continuing to evolve. In recent years, a number of renowned models, catwalk 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. 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 is the strategy chosen by Onitsuka Tiger, which has made Willow Smith, daughter of Will Smith and Jada Pinkett Smith, its new ambassador for the 2020 fall-winter season. Charisma, assertiveness, committed messages on social networks: the young woman -- she is only 19 years old -- regularly makes her voice heard in support of causes that are close to her heart.

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 Smith in a selection of ready-to-wear and shoes in an untamed natural setting. Onitsuka Tiger has announced that 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.

Nearly a year ago, in September 2019, Willow's father, Will Smith, also appeared in a short film for Onitsuka Tiger.

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