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‘Beauty of Becoming’ Levi’s new campaign teams up with Naomi Osaka and Jaden Smith to address racial, gender, climate, and equality issues

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Levis.com

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Levi goes beyond Jeans with the support of artists and trailblazers, they present “Beauty of Becoming” campaign.

“This year we wanted to celebrate stories of triumph and achievement,” said Jennifer Sey, Levi’s brand president. “With ‘Beauty of Becoming,’ Oge has created a film that both inspires and motivates, by challenging us all to be our most authentic selves. While it’s not always easy, when we use our voices, we can drive positive change.”

Levi is no stranger to addressing heavy issues. They have in the past created a compelling vote campaign and now are continuing on the same path of going beyond retail.

The new campaign is a five-month series in collaboration with fifteen artists and trailblazers. They will share their personal path to greatness. The campaign brings on world renowned, Naomi Osaka to share her voice to racial issues. As well as, Jaden Smith to discuss climate action. The campaign will address, issues around race, gender, sexual equality, climate, and to empower people with disabilities.

The creatives behind the project include, Oge Egbuonu, the filmmaker behind the project. Also, photography was taken by Shaniqwa Jarvis.

The campaign will end in June purposefully in Pride month to address the issues that relate to the LGBTQI+ community. Levi may have those jeans that fit just right but they strive to address and solve the problem to make this world just right.

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