Japanese fashion brand Onitsuka Tiger has just launched a new campaign featuring brand ambassador and world-renowned artist Willow Smith.
In these campaign images, Willow is wearing the Onitsuka Tiger Fall/Winter 2020 collection. She has created a totally different brand universe of Onitsuka Tiger in this collaboration while harmonizing Onitsuka Tiger’s contemporary design, where heritage is combined with innovation in her own unique world. Some items in the Fall/Winter collection worn by Willow express the fusion among pop art, fashion, and sportswear by combining colorful patchwork and different materials.
“With awareness of what’s going on in our world today, the environment we live in, and the planet we have to take care of,” adds Andrea Pompilio, the Creative Director of Onitsuka Tiger, who also got involved in the direction of this campaign. “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.”
“Willow Smith is a woman blessed with universal humanism and excellent creativity, going beyond the limits of Generation Z or Millennials,” explains the Communication Team of Onitsuka Tiger. “In 2020 when we will enter into a brave new era for humans, we feel a strong affinity and joy as a brand for the fact that we can collaborate with someone who has both a unique perspective on society and intelligence and share messages globally.”
Willow Smith spoke up about the experience, as well. “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. I’m excited for the future of the brand.”
Aside from having Willow on board, Onitsuka Tiger will also donate a part of the proceeds of the campaign sales to the NAACP Legal Defense and Educational Fund to support their efforts in the #BlackLivesMatter movement.
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