Tommy Hilfiger is looking toward a bright and sustainable future, and today it announces the “Play It Forward” initiative in association with the singer-songwriter Shawn Mendes. Kicking off the partnership is the Summer 2022 “Classics Reborn” campaign, which sees Mendes in a three-piece photoshoot taken by the British fashion photographer Craig McDean wearing a more sustainable side to Tommy Hilfiger’s clothing.
“Shawn’s not only a multitalented musician — he also represents a new generation of future-makers who understand the need for action,” says Tommy Hilfiger. He adds, “By joining forces with Shawn to learn, share and innovate, we can build upon what we’ve already achieved and take our sustainability journey to the next level. While we recognize we still have a long way to go, together we can build even more awareness to make a positive, lasting impact.”
In the “Classics Reborn” campaign, we find Mendes wearing items from Tommy Hilfiger’s “1985 Program” collection — notably, the 1985 polo which is made from organic cotton. Elsewhere, sustainable denim that is produced using 20% post-consumer recycled cotton and requires less water and energy during its finishing stages, as well as vintage Tommy Hilfiger pieces, are also worn by Mendes.
“Play It Forward” stands as a multifaceted collaboration between Mendes and the brand, and kicks off with not just this campaign, but also a $1,000,000 USD donation to Mendes’ Wonder: The World Tour that aims to offset the tour’s environmental impact. Part of this donation will be put towards funding regenerative cotton farming, while much of Mendes’ tour wardrobe will consist of custom-made and more sustainable designs featuring looks made using liability fabrics and trimmings, as well as deadstock vintage Tommy Hilfiger fabrics.
Rounding out the dual initiative will be a co-designed capsule collection in Spring 2023. Speaking on the project, Mendes said, “I’ve always been inspired by Tommy and the iconic brand he built, and I’m excited to share our journey together with my fans. Everyone has a role to play in creating a more sustainable future and I’m inspired to see what we can achieve. I look forward to learning from each other, exploring how creative reimagination can have a positive effect on the fashion industry, and sharing what living more sustainably means to me.”
Take a look at Shawn Mendes in the Tommy Hilfiger “Classics Reborn” campaign, coming as part of the “Play It Forward” partnership, above, and stay tuned for more information regarding that co-designed capsule.
For more collaborative fashion, check out the release of FENDACE.