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For its Spring/Summer 2021 campaign, Japanese fashion brand Onitsuka Tiger presents a new collection that combines innovation and tradition. Starring Willow Smith, who just debuted a few months ago as the brand’s ambassador, the capsule is called “The Onitsuka Tiger Attitude”.
Since Andrea Pompilio was appointed creative director of Onitsuka Tiger, the label has embarked on a new path that fuses its DNA with the need to “evolve creatively by launching new trends”. This mix of the traditional and the avant-garde fits perfectly with the spirit of Will Smith‘s daughter.
In order to enhance the star’s free spirit, Onitsuka Tiger’s creative director decided to capture her doing impromptu poses. “This campaign gives us hope that there are no limits to diversity in fashion. And it shows that everyone can enjoy it in any way, whether on the go or at home, regardless of location, age or gender.”
A neutral backdrop and star Willow Smith at the centre are enough to bring this campaign to life. Her creative personality and natural beauty is mixed with a strong mise-en-scene through the recreation of yoga poses. This conveys the idea of comfort and style in each of the garments in the collection.
Check out the latest Onitsuka Tiger SS21 collection in the gallery and head over to the Japanese brand’s website to shop the outfits seen here.