Popular clothing brand Levi’s is focusing on sustainability in a new international campaign.
In recent years, sustainability has become a buzzword that is turning heads. Consumers today are taking a closer look at the food they consume and the chemicals they put into their bodies. But they are also shifting their purchasing decisions to create a cleaner environment through the clothes they wear.
A new video that is released seeks to raise awareness of the environmental impacts of clothing production and consumption. Levi’s is seeking to be an alternative to ‘fast fashion’.
The campaign features six well-known personalities.
The central spot is opened by Levi’s ambassador Jaden Smith, actor Will Smith’s son. Jaden highlights how global clothing consumption has doubled in the past 15 years.
The others are:
1.Marcus Rashford, the 23-year-old Manchester United and England forward. Rashford also publicly campaigns on the issues of homelessness in the United Kingdom and has been praised for using his platform to be a political activist and philanthropist to drive societal change.
2. US fashion influencer Emma Chamberlain. She won the 2018 Streamy Award for Breakout Creator.
3. Climate activists Xiye Bastida from Mexico. She is one of the major organizers of Fridays for Future New York City and has been a leading voice for indigenous and immigrant visibility in climate activism
4. Climate Melati Wijsen from Indonesia. She is known for her efforts to reduce plastic consumption in Bali.
5. Environmental activist Xiuhtezcatl Martinez. Martinez is the youth director of Earth Guardians, a worldwide conservation organization.