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Tommy Hilfiger and and its denim label, Tommy Jeans, has always been deeply rooted in music. After all it rose to significant prominence in the ’90s thanks to Snoop Dogg and Destiny’s Child. For Spring 2021, the international brand has paid homage to the industry that so dearly loved its colour blocked bandeaus and indigo overalls with the release of a new campaign, Music Takes Us Further.
Just like the people who wear Tommy Jeans, the campaign welcomes an eclectic mix of creative talent including musicians, poets and activists. Each shares their unique perspective on utilising music to drive social change and inspires fans to contribute a future that “Wastes Nothing and Welcomes All.”
The forthcoming collection echoes these values and nods to past eras of style influence. Archive heroes such as the ’80s windbreaker, classic denim jacket and rugby polo shirt have been updated with modern flair and are available in extended styles. Sustainable fabrications form much of the collection. This includes 100 percent recycled denim created using an innovative technique that blends bedsheets with other recycled cotton scraps. Water use is reduced considerably, enabling the brand to save up to 50 litres of water per garment, compared to like-for-like denim washes.
Among over 20 creatives – including two Australian artists – the images were all self-shot and self-styled. Grace Sewell, best known by her stage name Saygrace, appeared in the campaign dressed in an oversized graphic t-shirt and jeans finished with colour block sneakers and sunny yellow sunglasses. Melbourne born star, Justerini Sandoval aka RINI, layered a graphic knit with a blue jacket and beige printed pants.
Other talent featured are Chinese rapper, Akini Jing, US-based soul singer Annahstasia, J Grrey from the UK and German DJs Lucia Luciano and Gizem Adiyaman. Learn more about the full lineup of talent via the Tommy Jeans Instagram. The full Spring 2021 collection is available now. Shop here.
