Tommy Hilfiger comes together with Canadian singer-songwriter Shawn Mendes for a collaboration highlighting the comfort and inclusivity of pre-90s prep.
There is no look more iconic on Shawn Mendes then a tousled ‘do and a white singlet. It’s timeless and undoubtedly a signature of the singer’s effortless and natural charm, and there’s no better brand to leverage on this idea of a classic and sustainable sense of style than Tommy Hilfiger.
In this collaborative 28-piece menswear and womenswear collection for Spring 2023, pieces like a stars and stripes rugby shirt, a relaxed fit and double pleat twill chino, and a varsity jacket, explore a sense of comfort inspired by a distinct Tommy Hilfiger take on pre-90s prep. As the essence of a modern look and lifestyle of comfort and starts from it’s idea’s conception, the two creative forces pillared their collection on the rebirth of four main areas — colour, materials, self and community.
For Colour Reborn and Materials Reborn, the idea of recoding comes from the use of sustainable innovation. Colour Reborn features materials that are crafted from recycled textiles and find vivid colour. Recycrom™ is a fabric that uses a new technique to make dye, created by reprocessing fibres from pre-consumer factory cutting waste into a coloured powder. As for Materials Reborn, cutting-edge technology is integrated into the production process to create comfortable new fibres out of recycled textiles. This incorporates Circulose®, a material made from recycled textile waste that has been blended with wood fibre, reducing dependence on virgin resources and ensuring discarded cotton textiles can be part of a more circular recycling system, rather than ending up in landfills.
On the other hand, Self Reborn and Community Reborn is centred around the celebration of a lifestyle led in a contemporary and sustainable way — spotlighting how one can constantly reinvent oneself down to how we dress, as well as how the community can engage one in interactions that encourage long-term growth.
These aspects are specially explored in this special Classics Reborn Campaign, creative directed by Team Laird and shot by Cass Bird. The campaign unites a colourful cast featuring the singer’s friends and family, as well as advocates for sustainability and next-generation creatives. Shawn is joined by his sister Aaliyah Mendes, artist, singer-songwriter and close friend Jon Vinyl, artist producer Mike Sabath, multidimensional artist Ahmad Cissé, author and model Maye Musk, designer Czarina Kwong, champion for change Deprise Lons, and models Yvesmark Chery and Anita Jane Pathammavong.
To launch the global campaign, Tommy Hilfiger and Shawn Mendes will host a series of events in London, Berlin, Milan and Mexico City. Selected retail venues will curate in-store activations giving a platform to change-makers in local sustainability movements.
“I’m so excited to be working with my Tommy Hilfiger family on the Classics Reborn collection,” said Shawn Mendes. “The collection is so special to me because I was able to work with Tommy Hilfiger to co-create this range which includes these amazing, high-quality, sustainable versions of their most classic clothing items.”
This fronts a continuation of Tommy Hilfiger’s commitment to sustainability, aiming to design all products in a circular manner while also using lower-impact materials that prioritize recycled and recyclable inputs and implement safe dying treatments.
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