Spring-summer collection Levi’s has dedicated the festival movement. The brand has always supported major music events around the world (e.g. Coachella in the US or a picnic in Russia), and has also launched many initiatives for aspiring musicians who later became real stars (festival of Pain). Musicians like Debbie Harry, John Lennon, the Ramones, Bruce Springsteen, Kurt Cobain, Run DMC, Joan Jett, Elvis, Beyonce, wore Levi’s. At this time persons of the advertising campaign are Jaden Smith and Hayley Bieber. In the frame they are posing in jeans and jackets in the style of the 1990s, lung shirts with prints and shorts from the new collection. “…I look forward to live concerts and festivals. And I know that we wait. When the situation in the world will be safe, we will be able to dance and jump for joy without fear and anxiety. — wrote in his letter to the press Director of marketing for Levi Strauss & Co. Jen Sey. Maybe, this year will not be conducted any festival, but we still are launching a campaign dedicated to him, as we all need to dream.”