In current times, with #BlackLivesMatter being an important movement that addresses the need for civil justice for African-Americans, as well as for black people around the world, fashion brands are also taking a stand. Japanese label Onitsuka Tiger made it clear when it tapped on 19-year-old singer Willow Smith as its newest brand ambassador.
“[This was thought through] 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 creative director Andrea Pompilio.
Onitsuka Tiger isn’t new to collaborations. Past partnerships include fashion labels Givenchy and Valentino.
In the campaign, Smith wears its latest FW ’20 collection, which comprises parkas, track pants and sneakers with a heavy sportswear influence.
For every item purchased, the Japanese label will donate a part of its proceeds to NAACP Legal Defense and Educational Fund, a New York City-based American civil rights organisation and law firm. The funds will go towards supporting the #BlackLivesMatter movement.
The FW ’20 collection will slowly drop in stores and online from July to Dec, which you can show your support by making a purchase here. While you wait, check out five sneakers from this label that you can purchase.