Japanese fashion brand Onitsuka Tiger released a campaign featuring its new brand ambassador, world-renowned artist Willow Smith.
Wearing various pieces from Onitsuka Tiger’s Fall/Winter 2020 collection, Willow Smith has created a totally different brand universe of Onitsuka Tiger through this collaboration. At the same time, she manages to smoothly harmonize with the brand’s contemporary design, where heritage is combined with innovation and Smith’s own quirky world. On that note, some of the items featured in the campaign express the fusion between pop art, fashion, and sportswear by combining colourful patchworks and various different materials.
Andrea Pompilio, Creative Director of Onitsuka Tiger who was also involved in the campaign expressed: “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. 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.”
Furthermore, Onitsuka Tiger noted that “Willow Smith is a woman blessed with universal humanism and excellent creativity, going beyond the limits of Generation Z or Millennials. 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.”
Smith herself had a lot of positive things to say about the experience. “I immediately connected with Onitsuka Tiger’s vision for their new campaign,” she recalled. “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 about the future of the brand.”
On a final note, Onitsuka Tiger will donate part of the proceeds from sales of the collection to the NAACP Legal Defense and Educational Fund to support the organisation’s efforts for the #BlackLivesMatter movement.