A BETTER TOMORROW WITH CLASSICS REBORN
The new line, created in partnership with Shawn Mendes, is modelled after TOMMY HILFIGER's interpretation of pre-'90s prep and emphasises inclusiveness with loose fits and unique comfort. These fresh interpretations of classic TOMMY HILFIGER looks result in a line of timeless pieces for today and future. By utilising recycled and cutting-edge materials, the collaboration embraces Mendes and Hilfiger's shared vision of sustainability.
The singer's friends, family, and supporters of sustainability and the next generation of creatives make up the campaign's ensemble. Shawn is accompanied by his sister Aaliyah Mendes, his close friend Jon Vinyl, the multidisciplinary artist Ahmad Cissé, the author and model Maye Musk, the fashion designer Czarina Kwong, the change agent Deprise Lons, and the models Yvesmark Chery and Anita Jane Pathammavong.
The Classics Reborn campaign presents the 28-piece menswear and womenswear collection that hold modern prep at its heart.
Four ideas influenced the outlook of Shawn Mendes and Tommy Hilfiger. The first two, Color Reborn and Materials Reborn, guarantee that sustainable innovation is present in the assortment. The following two, Self Reborn and Society Reborn, consider modern living:
Colour Reborn features materials that are crafted from recycled textiles and find vivid color. Recycrom™ uses a new technique to make dye, created by reprocessing fibers from pre-consumer factory cutting waste into a coloured powder.
Materials Reborn integrates cutting-edge technology creating comfortable new fibers out of recycled textiles. It incorporates Circulose®, a material made from recycled textile waste that has been blended with wood fiber, 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.
Self Reborn reflects a commitment to taking a fresh look at ideas, passions and perspectives, all the way down to what we wear.
Community Reborn emphasises surrounding yourself with people that inspire you to be better.
The Tommy X Shawn Classics Reborn collection marks another step towards realising our vision for sustainability, as we aim to create fashion that Wastes Nothing and Welcomes All,” said Tommy Hilfiger. “Shawn is an impressive young man and an advocate for positive change. We’re proud to partner with him and continue playing our part in creating a more responsible future for fashion.
Team Laird served as the film's artistic director, and Cass Bird served as the photographer. Tommy Hilfiger and Shawn Mendes will hold a number of events in London, Berlin, Milan, and Mexico City to kick off the global campaign. Some stores have planned in-store events that give local leaders of green movements a chance to shine.
“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."
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