It’s summertime and a Smith is taking center stage. But instead of seeing Will in another blockbuster film, we are seeing the famed actor’s daughter, Willow who has been named as the Brand Ambassador of Onitsuka Tiger, a Japanese lifestyle brand known for its shoes, apparel and accessories.
In her first campaign for Onitsuka Tiger which is being released in June, Willow Smith wears brand’s Fall/Winter 2020 collection. And like her dad who makes every role his own, Willow created a totally different brand universe of Onitsuka Tiger.
In this collaboration, Willow harmonized Onitsuka Tiger’s contemporary design, where heritage is combined with innovation, creating a unique world which is a fusion of pop art, fashion and sportswear.
“I immediately connected with Onitsuka Tiger’s vision for their new campaign. I loved that we were able to align both of our energies and create something that promotes a positive existence in this world,” said Willow Smith about this experience.
“In this campaign, we expressed Willow’s natural beauty and strength as well as her love for the Earth which oozed from the bottom of her soul,” said Andrea Pompilio, the Creative Director of Onitsuka Tiger, who also got involved in the direction of this campaign.
Onitsuka Tiger will donate a part of the proceeds of the sale of this campaign to the NAACP Legal Defense and Educational Fund to support their efforts in the #BlackLivesMatter movement.
And if you’re wondering, the shooting of this campaign took place before COVID-19 was reported on the News.