Petra Nemcová gets ethical for Level 99
Petra Nemcová is the brand ambassador for a new eco-collection by Level 99.
The 36-year-old star appears in fall campaign shots for the company's Forever Black and Forever White jeans. The Forever mini collections are always environmentally friendly, and this will be the focus of the campaigns.
Petra is known for her charitable endeavours, having set up the Happy Hearts Fund after she was caught up in the 2004 tsunami in Thailand. It killed her fiancé Simon Atlee and since then Petra has worked hard to promote the work of the foundation, which rebuilds schools in areas affected by natural disaster.
"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."
The denim range is produced with less resources than traditional jeans, which is one of the reasons why it is better for the environment. The idea is that the offerings last for longer too, because the black doesn't wash out quickly and the white won't fade no matter how many times it's put through a washing cycle.
The images were shot by John Russo and in one Petra is seen gazing into the camera with a sultry expression on her face, dressed in tight black jeans with a simple white vest. She is sitting with one of her legs stretched out in front, her blonde hair cascading around her shoulders.
It's been a busy time for Petra, who also appears in the latest round of adverts from underwear giant Ultimo. The star was unveiled as the firm's new face in January and she's seen posing in a variety of different looks, including a black lace bra and briefs and a red strappy version.