Hilfiger kicks off Shawn Mendes capsule launch with Regent St event
Tommy Hilfiger has a major new collab partner for a new age of sustainability. The US label has teamed up with multi-platinum singer/songwriter Shawn Mendes. And, importantly, the Tommy X Shawn Classics Reborn partnership global launch and campaign kicked off at the retailer’s flagship store on London’s Regent Street on Monday.
It saw the launch of a 28-piece sustainable menswear and womenswear capsule collection with both Hilfiger and Mendes completing a series of launch appearances after London in Berlin, Milan and Mexico City.
This is a collaboration that “recodes timeless classics, bringing new life to prep icons, designed with sustainability at heart” and comes inspired by Hilfiger’s take on “pre-90s prep, highlighting relaxed fits and original comfort with an emphasis on inclusivity”.
The new designs “reinterpret looks in a contemporary way, creating a collection of classics for today and tomorrow” while the partnership also “embraces Mendes’ and Hilfiger’s shared vision of sustainability by using recycled and innovative materials”.
As for the supporting campaign, it unites a substantial cast featuring the singer’s friends and family, as well as advocates for sustainability and next-generation creatives.
The star 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.
The product offer comes with four principles: ‘Color Reborn’ and ‘Materials Reborn’ ensure the collection includes sustainable innovation, while ‘Self Reborn’ and ‘Community Reborn’ reflect on a contemporary way of living:
Color Reborn features materials crafted from recycled textiles and finds vivid colour via Recycrom, a new technique to make dye, “created by reprocessing fibres from pre-consumer factory cutting waste into a coloured powder”.
Materials Reborn integrates cutting-edge tech to make new fibres out of recycled textiles. It incorporates Circulose, a material made from recycled textile waste that has been blended with wood fibre.
Self Reborn “reflects a commitment to taking a fresh look at ideas, passions and perspectives, all the way down to what we wear” and Community Reborn “emphasises surrounding yourself with people that move you to be better”.
Tommy Hilfiger said the collection “marks another step towards realising our vision for sustainability, as we aim to create fashion that ‘Wastes Nothing and Welcomes All’.”
“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.”
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