Tommy Hilfiger calls Shawn Mendes

«We are both committed to changing the paradigm for a sustainable future. Shawn Mendes works with a spirit of inclusiveness, he has a great talent,» Tommy Hilfiger said while unveiling his new collaboration with the Canadian singer-songwriter in an exclusive interview with MFF. The result is the Tommy x Shawn Mendes Classics reborn capsule collection and campaign.

The official announcement will take place today showcasing that sustainability-minded understanding that will go on sale tomorrow. Then again, Tommy Hilfiger has always called the relationship with the young singer «a partnership with purpose,» especially considering the first collaboration which came with a 1-million-dollar donation to mitigate the environmental impact of the artist’s world tour.

Today, the spotlight shines on the next step with the launch of a roster of 28 pieces of menswear and womenswear, redesigning preppy pre-1990s fashion house classics, including repurposed fibers and fabrics and high-tech, as well as circular economy solutions. Among the four principles that inspired the multi-handed work, Self-reborn and Community reborn reflect on a contemporary lifestyle, while Color reborn and Materials reborn place the focus on sustainable innovations. That is, respectively, on Recycrom technology, which produces pigment powders by converting textile fibers of clothing and manufacturing waste, and on Circulose, a material made from recycled textile waste mixed with wood fiber.

The result of the work is shown in that campaign, creatively directed by Team Laird and shot by Cass Bird, whose launch will soon lead Tommy Hilfiger and Shawn Mendes to events in London, Berlin, Milan, and Mexico City, as well as a series of activations that will make the Maison’s stores a platform of choice for activist and change-makers. To close the circle by embracing across the board a spirit reflected in every aspect of the project, the cast includes also Shawn Mendes’ sister Aaliyah, as well as friends and next-generation talents such as singer Jon Vinyl and champion for change Deprise Lons. «Our sustainability work started more than a decade ago. It is hard to say what the future holds, but I believe in an industry that wastes nothing and welcomes everyone», Tommy Hilfiger told MFF.

You described Shawn Mendes as a future-maker. What values do you two share?

We are both deeply committed to doing our part to change the paradigm and create a more sustainable future. In this collection, we collaborated to rethink the way we design and make clothes in order to reduce their environmental impact. Shawn works with a spirit of inclusiveness that shines through in everything he does, he has a great talent.

How does this capsule contain the spirit of Classics reborn?

Classics reborn is our seasonal theme as well as our campaign, and it features a new collection that reinvents fashion icons. When I showed our archives to Shawn, he identified with our original preppy garments from the 1990s, so we reinterpreted them in a contemporary way and gave them new life using recycled and innovative materials. It is a collection of classics for the present and the future, proving that classics never go out of style.

What is the ultimate goal of this collaboration? Will you make new collections together in the future?

It is another step toward realizing our vision of sustainability. We also hope to inspire people to think about how to live in a contemporary way. We have been working along several pillars: Self-Reborn reflects a commitment to look at ideas, passions, and perspectives with fresh eyes, right down to what we wear; Community Reborn emphasizes the importance of surrounding ourselves with people who push us to be better. Shawn and I have learned a lot from each other. This collection represents the peak of the collaboration for the time being, but you never know what the future holds.

What are the next destinations on Tommy Hilfiger’s sustainable journey?

This is a long-term commitment that began more than a decade ago. We must always be aware that there is still much to be done to create a future of fashion we can be proud of. Our goal is to design all our products in a circular way. Regarding social policy, the People’s Place Program amplifies our efforts to increase access and opportunities for historically marginalized groups in the fashion industry. They are currently working on the New Legacy Challenge 2.0, a design competition that provides opportunities for underrepresented communities in the creative industry.

Working with Gigi Hadid, Lewis Hamilton, and Zendaya has crowned you master of collaborations. How important are moments of co-creation?

They are so important because they breathe new life into the brand. Collaborating with creatives who push the boundaries is and always has been part of our DNA. We always look for pioneers who use their voice for good and stay true to themselves, Shawn is a great example.

How to stay relevant in the industry is often a challenge for creatives. What is your secret?

Our collections find new life through the self-expression of a new generation. You can also see this in our Classics Reborn, which reinvents preppy classics with a cast of emerging creative talent. We remain relevant through reinvention. We continue to push the boundaries of modern prep together with the most important and pioneering culture-shapers of the moment.

As for future plans for the brand?

People want to see brands they love take their sustainability and inclusion efforts to the next level, and I think the future of fashion depends on it. In addition, emerging areas like the metaverse, which allows us to connect with audiences around the world in experiential and inclusive ways. It is hard to say what the future holds, but I believe in an industry that wastes nothing and welcomes everyone is the direction to take. That is our sustainability strategy, this is where we want to go. (All rights reserved)