Hailey Bieber: Brand Ambassador
Hailey Bieber fronts the Superga Spring 2021 campaign.
The Hailey Bieber x Superga campaign is European-city-break-turned-California-coastal chic. Ms Bieber, the 24-year-old model, dancer, and skin-care guru was named as the global ambassador for Superga’s spring 2021 collection last week in a shoot that highlights the power of simplicity, classic street-wear styles and laid back lewks.
The released campaign photos feature white or black sneakers with platform soles and canvas uppers—the classic Superga with a high-form twist. The Superga’s 2750 white shoe and the 2790 shoe in black front the campaign, and Hailey is styled in simple t-shirts and jeans. The campaign is clearly about the chicness of minimalism, classic silhouettes and barefaced beauty—all of which Bieber arguably encompasses.
Bieber, in an official statement, says “Superga is synonymous with Italy so when I was asked to become Superga’s new ambassador, I immediately thought about how it’s one of my favorite countries — I spent a part of my honeymoon there! I love the story and heritage of this brand. Superga is a shoe that has stayed true to its origins and never gone out of style. It’s timeless and classy and I feel it perfectly matches my personal style.”
In an interview with Elle Australia, Bieber revealed the campaign was shot by a female-only team, saying, “I think supporting women is hugely important.” “I've learned so much over the last few years what it really means to support other women and I'm going to continue growing and finding more way to support my friends and my peers” she continues.
Superga Australia group GM Helder Borges says Superga "is the peoples shoe" and this campaign arguably attempts to show its universal, adaptable, and multi-faceted appeal. The brand is even building a ‘shoe museum’ in a Sydney mall, complete with past Superga styles and interactive prizes, to commemorate the launch of the new campaign.
Hailey’s iconic street-style stands her in good stead to be the face of the Superga street-sneaker-of-the-moment. The sneakers are available now from $65-85 and are available on Superga’s website.
One can only presume that, for Hailey, it’s Superga sneakers by day and Drew House Crocs by night.
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