Onitsuka Tiger launches a new campaign featuring world-renowned artist Willow Smith wearing the brand’s fall/winter 2020 collection. The 19-year-old artist made a totally different brand universe for Onitsuka Tiger in this collaboration, harmonizing the brand’s contemporary design and heritage juxtaposed with her own unique world. For the FW20 collection, Willow expresses the fusion among pop art, fashion, and sportswear by combining colorful patchwork and various 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,” says Andrea Pompilio, 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 regarding the artist’s appointment to the campaign. “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.”
When asked about the creative experience, Willow shares, “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.”
Apart from this launch, Onitsuka Tiger announced that parts of the proceeds of the sale from this campaign will be donated to the NAACP Legal Defense and Educational Fund to support their efforts in the #BlackLivesMatter movement.
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