In their latest campaign, Levi's recruited Jaden Smith and Hailey Bieber to star. The project was initially planned to open the festival season, but in the light of the coronavirus pandemic, Levi's decided to shift the focus to today's youth. \u201cLevi\u2019s has always been a symbol of democratic inclusion and youth empowerment, the choice of those daring to push for a better tomorrow,\u201d said Levi\u2019s CMO, Jen Sey. \u201cLevi Strauss himself was the embodiment of this ideal. He left his home in (Bavaria) to seek a better life on the shores of California. He opened a dry goods store and donated the first of his profits to a local orphanage.\u201d Jaden and Hailey were selected to lead on the latest Levi campaign because of their ties to both music and fashion. According to the brand, they each embody the optimistic spirit of today's youth, which the project celebrates. \u201cAs I look at Jaden and Hailey \u2013 our friends and partners \u2013 I\u2019m so encouraged,\u201d Sey went on to add. \u201cHailey\u2019s optimism and authenticity are inspiring. Jaden\u2019s commitment to the environment, his passion to educate us on how we can all choose more wisely, more responsibly. They challenge us (as individuals and as a brand) to be our best, they remind me of what it is to be filled with hope. And we all need to remember that right now.\u201d The artists can be seen sporting various Levi\u2019s garments throughout the campaign, ranging from T-shirts and floral tops, to chino shorts and of course, denim.\u00a0You can shop the aforementioned styles\u00a0here.