Willow Smith fronts Onitsuka Tiger's Fall/Winter 2020 campaign

The multi-hyphenate brings her positive energy to the Japanese label’s new campaign, which aims to create awareness of the world we live in and must take care of.
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Musician, artist, activist, talk show panelist, model, actress… Is there anything Willow Smith can’t do?

Apparently not, because the multi-hyphenate has just added another achievement to her lengthy résumé — the brand ambassador of Onitsuka Tiger.

Smith stars in the Japanese label’s latest campaign, where she shows off looks from the Fall/Winter 2020 collection against a haunting desert landscape (lensed prior to the COVID-19 outbreak).

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The youngest daughter of Will and Jada Pinkett Smith, Willow is no stranger to the fashion world. Not only is she signed to the same modelling agency as Kendall Jenner and Adut Akech, she has also sat front row at fashion week, walked the Met Gala red carpet as one of its youngest attendees, and carved her own path with her delightfully off-kilter sense of style.

Surrounded by nature in the new campaign, which aims to foster awareness of the world we live in and must take care of, Smith appears to be in her element. “I immediately connected with Onitsuka Tiger’s vision for their new campaign,” she says.

“I loved that we were able to align both of our energies and create something that promotes a positive existence in this world.”


Exploring the intersection between fashion, pop art, and sportswear, Smith dons pieces such as a multi-coloured, oversized t-shirt with matching chunky sneakers and crew socks; a cargo jacket and trousers set in military green with contrasting khaki patches, layered over a black bralette; a white cable knit sweater and baggy fleece track pants; and a utilitarian parka, paired with sheer tights in quirky animal patterns.

In addition to the campaign images, Onitsuka Tiger has released an accompanying video that features Smith’s song ‘Poolside’, off her debut album The Anxiety.

What’s more, the label has pledged to donate a portion of the proceeds from sales of this campaign to the NAACP Legal Defense and Educational Fund, in support of the Black Lives Matter movement.  

“Willow Smith is a woman blessed with universal humanism and excellent creativity,” says the Onitsuka Tiger team. “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.”

Head to to find out more.



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