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Shawn Mendes Wears Sustainable Jeans in New Tommy Hilfiger Campaign

The upcycled Tommy Hilfiger look Shawn Mendes wore to the Met Gala earlier this month was just a teaser of what was to come. The “Stitches” singer stars in the brand’s Spring 2022 campaign “Classic Reborn,” centered on acollection fully made from more sustainable materials. He will also co-design a capsule collection for Spring 2023.

The “Classics Reborn” campaign was shot by Craig McDean and features Mendes wearing styles from the 1985 Program collection, including the 1985 polo made from organic cotton and less water and energy-intensive jeans produced using 20 percent post-consumer recycled cotton. Merging old with new, the looks are styled with curated vintage Tommy Hilfiger pieces.

In line with the brand’s sustainability goals, the Spring 2023 collection will offer classic Tommy Hilfiger pieces reimagined sustainably through recycled and new material innovations, and circular design practices.

Shawn Mendes for Tommy Hilfiger
Shawn Mendes for Tommy Hilfiger Courtesy

“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,” said Tommy Hilfiger. “While we recognize we still have a long way to go, together we can build even more awareness to make a positive, lasting impact.”

The partnership will extend into Mendes upcoming tour, “Wonder: The World Tour” kicking off in Portland, Ore. in June. Throughout the tour, he will wear custom-made and more sustainable designs featuring looks made leftover fabrics and trimmings and vintage deadstock fabrics.

Shawn Mendes for Tommy Hilfiger
Shawn Mendes for Tommy Hilfiger Courtesy

Sustainability is a running theme for the tour. Mendes has committed to making the tour climate positive by reducing CO2 emissions by 50 percent per show compared to his last world tour in 2019, and mitigating all remaining emissions through a combination of carbon removal and carbon avoidance projects.

To “support their shared mission” and partnership, Tommy Hilfiger will donate $1 million to help make the tour’s sustainability program possible. The company said a substantial portion of this investment will be donated to regenerative cotton farming “to continue to build upon the impact of Tommy Hilfiger’s wider sustainability initiatives.”

“Everyone has a role to play in creating a more sustainable future and I’m inspired to see what we can achieve,” Mendes stated in a release. “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.”