Petra Nemcova to front eco-friendly Level 99 collection campaign
Model philanthropist Petra Nemcova has been signed up to front Level 99's sustainable Autumn/Winter 2015 campaign.
The Czech beauty, known as much for her work with her foundation, the Happy Hearts Fund, as she is for her runway walking, will act as ‘ambassador' for the brand's fall eco-collection, reports Women's Wear Daily (WWD).
The campaign will focus on the sustainable ‘Forever' microcollections, featuring the label's Forever White and Forever Black jeans, which use fewer environmental resources and put an emphasis on green initiatives. Shot by fashion photographer John Russo, it comes with the tagline "Less Carbon. More Petra."
"The first time I met Petra she left such a good impression," Dominic Poon, chief executive officer of Level 99, told WWD. "The heartfelt compassion that she brings to the table through her Happy Hearts Foundation and her conviction to the lives of children after natural disaster really resonated with our brand objectives," he said.
Nemcova has modeled for Cartier, Bulgari, Victoria's Secret and Graff, among others. She founded the Happy Hearts Fund in 2005 following the 2004 Indian Ocean earthquake and tsunami in which she was injured but managed to survive. The charity rebuilds safe-resilient schools in regions affected by natural disasters, encompassing South and Central America, the USA and Indonesia.
Level 99 isn't the only brand focusing on eco-friendly collections for fall -- G Star RAW recently revealed it has once more teamed up with Pharrell Williams's Bionic Yarn initiative and Parley for the Oceans on a third clothing collection created from plastic waste collected from the seas. This season's line will feature denim jackets, jeans and hooded bombers and will hit stores on August 15.
The new Autumn/Winter Level 99 campaign will debut in the September issue of Interview magazine.
