For its Autum/Winter 2020 campaign and collection, Japanese fashion brand Onitsuka Tiger has tapped artist Willow Smith as its new brand ambassador. Steadfast in its mission to provide Japanese technology and craftsmanship to the world through innovative design, the collaborative collection features a range of earth-toned, utilitarian outerwear, sports-derived separates and multi-colored patchwork designs that expressly combine Onitsuka Tiger’s contemporary aesthetic with heritage styles of the past. What’s more, Onitsuka Tiger will donate a part of the proceeds from this campaign to the NAACP Legal Defense and Educational Fund to support its efforts in the #BlackLivesMatter movement.
Shot against a desert landscape, the AW20 campaign aims to create awareness surrounding the environment and world we currently inhabit, highlighting Willow’s natural beauty, strength and love for the earth through vivid imagery. “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,” she says. The recent collaboration and Willow’s appointment as a brand ambassador mark a turning point for the fashion brand. “In 2020 we will enter into a brave new era for humans, and we feel a strong affinity and joy as a brand for the fact that we can collaborate with someone who has a unique perspective on society,” says the Onitsuka Tiger team.
As part of the announcement, the exclusive campaign images will be released globally on Onitsuka Tiger’s official website and social media channels on June 1. Check out the video above to see how the AW20 campaign and collection featuring Willow were brought to life and in the meantime, be sure to listen to her newest song “Poolside” from the album THE ANXIETY.