For s/s 2023 Tommy Hilfiger is launching Tommy X Shawn Classics Reborn, a capsule collection and campaign developed together with Grammy nominated and multi-platinum singer-songwriter Shawn Mendes. Set to launch March 15, 2023, the collaboration reinvents timeless classics, bringing new life to prep icons, designed with sustainability at heart.The new collection is inspired by Tommy Hilfiger’s take on pre-90s pieces, highlighting relaxed fits and original comfort with an emphasis on inclusivity. These new designs reinterpret iconic Tommy Hilfiger looks in a contemporary way, creating a collection of timeless classics. The partnership embraces Mendes and Hilfiger’s shared vision of sustainability by using recycled and innovative materials.
The campaign unites a 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 his close friend Jon Vinyl, along with 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.
Four principles inspired Tommy Hilfiger and Shawn Mendes’ outlook. The first two, Color Reborn and Materials Reborn, ensure the collection includes sustainable innovation. The second two, Self Reborn and Community Reborn, reflect on a contemporary way of living.
Color Reborn features materials that are crafted from recycled textiles and find vivid color, by Officina +39 Recycrom, created by reprocessing fibers from pre-consumer factory cutting waste into a colored powder.
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 emphasizes surrounding yourself with people that move you to be better.
“The Tommy X Shawn Classics Reborn collection marks another step towards realizing 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 advocate for positive change. We’re proud to partner with him and continue playing our part in creating a more responsible future of fashion,” he added.
Classics Reborn was creative directed by Team Laird and shot by Cass Bird. 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,” he added.
Referring to the importance to behave more responsibly, especially when it comes to fashion, Mendes commented: "I personally try to make choices of what I wear, based on sustainability first, and to upcycle and thrift when I can. I also think it’s important to pick pieces of high-quality clothing that you can use repeatedly.”
“Start small and do what you can, and try to keep yourself accountable. Don’t change your entire life overnight, it’s impossible to sustain that. And know that the small wins and choices you make really do matter,” he continued.
“I’ve learned a lot about how sustainable fashion and the design process works. It’s crazy how many points there are in the production process that can be improved to make things more sustainable, from the dye process to how the fabric is cut. I’m so grateful to have spent time with Tommy and his design team to really sit down and learn about different materials, and processes. Tommy also worked with my team to design my outfits for shows and events that included vintage and more sustainable options,” Mendes commented about the experience.
The collection features a stars and stripes rugby shirt made from a recycled and organic cotton blend; and a relaxed fit, double pleat twill chino made from 100% organic cotton dyed with Recycrom technology.
As a continuation of Tommy Hilfiger’s commitment to sustainability, the company is aiming to design all products in a circular manner. As well as using lower-impact materials that prioritize recycled and recyclable inputs and implement safe dying treatments, the brand continues to test new business models that keep products in use for longer.