Why Jaden Smith’s LV Campaign Matters

Jaden Smith and Rianne van Rampaey shot by Bruce Weber for Louis Vuitton's Spring 2016 Womenswear campaign, featuring the Heroine bag.(According to wise sister Willow.)
Image: Bruce Weber for Louis Vuitton / youtube.com

Given the popularity of the Smith siblings right now, the fashion world went (rightfully) crazy when 17 year-old Jaden popped up in a Louis Vuitton ad last week.  Joining the brand for their Spring 2016 Womenswear campaign shot by Bruce Weber, Jaden starred alongside models Fernanda Ly, Jean Campbell, and Rianne van Rompaey.  

But what really made a buzz (aside from the ultra cool new Heroine bags), was the commentary on gender that ensued from Jaden's appearance in a "women's" advertisement.  Here at Couturesque, we applauded Jaden; we're all about empowering individuality and challenging the status quo.  Unfortunately, a small minority of people (read: trolls) disagreed and had a bit of a pity-party on social media.  Bah humbug.  In response, Jaden's little sister Willow took to Instagram to share her thoughts, writing: "Males and females are put into boxes of expectation when we are born. As we grow we start to realize the damages that those expectations cause to our spiritual and emotional understanding of ourselves and life. The more we start to realize that we are all the same and infinitely different at the same time, the more we begin to shed those expectations and live free to continue to uplift the essence of Earth."  Preach, girl!

Read: Willow Smith also signed a modelling contract with The Society Management this summer, so here's hoping we'll see her in a major campaign sometime soon.

WHO: Tia Elisabeth, Editor at Couturesque magazine
WHERE: Toronto
OBSESSED WITH: Ray Petri's Buffalo editorials
LISTENING TO: River Lea - Adele
CAN BE FOUND AT: www.tiasdiary.com

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I founded Couturesque Magazine when I was 15 years old because like many of my peers, I felt ignored and talked down to by all of the other teen fashion publications out there. I figured that at the end of the day, the people who knew the most about my generation, were the people who belonged to it. The fashion industry is becoming increasingly dependent on the creativity of younger voices who challenge the status quo and make us rethink what we wear and why we wear it. And that is exactly what Couturesque set out to celebrate - authenticity, intelligence, originality, and diversity... in other words, what makes Gen-Z tick. Fast-forward to 2016 and we now have a staff of more than a dozen fashion distruptors contributing to our daily content from all around the globe, 100K+ readers following us from Toronto to New York, to London, Copenhagen, Berlin, Tokyo, and Tel Aviv, and a plethora of big-wig industry fans and collaborators. But what matters to us the most is the responsibility that our publication has to make a positive impact in the lives of those who come across it - we stand against retouching our photoshoots and we stand for sharing the beautiful, individual, complex voices of everyone, especially those who feel marginalized by mainstream fashion media. We hope that you love our site as much as we do and that you take the time to follow us (Facebook / Twitter / Instagram / Pinterest / Tumblr / Snapchat / YouTube) throughout our journey to make fashion accessible to the powerful young adults of today.

Tia Elisabeth Glista
Editor in Chief