Level 99 is teaming up with model and philanthropist Petra Nemcova as its brand ambassador and face of its upcoming fall collection.

The fall eco-collection features Forever Black and Forever White jeans. The campaign is intended to highlight the environmental benefits of the Level 99 “Forever” microcollections that have sustainable features.

The Forever White and Forever Black collections use fewer resources while offering results like black denim that doesn’t fade and white denim that won’t discolor from washing or exposure to the environment. The ads, photographed by John Russo, feature a sultry shot of Nemcova, with the tagline, “Less Carbon. More Petra.”

“The first time I met Petra she left such a good impression,” said Dominic Poon, chief executive officer of Level 99. “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 praised the brand’s support of “green innovations that are helping to restore the environment.”

The ad will run in the September issue of Interview. The company declined to disclose its fall budget.


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