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Tommy Jeans and Martine Rose Reimagine ’90s Americana

Martine Rose applies her vision for gender-inclusive fashion to archival Tommy Hilfiger styles in a new collaboration

The U.S. heritage brand tapped the British designer to revamp signature styles from the ’90s. The resulting 35-piece Tommy Jeans x Martine Rose collection is filled with powerful colors, graphics and exaggerated proportions that fuse streetwear with modern wardrobe essentials. 

The collection’s denim spans unisex cargo jeans available in indigo and off-white, indigo denim chaps, a Trucker-style puffer jacket filled with eco-friendly Sorona insulation and a washed denim cap. The fabrics are a blend of cotton and organic cotton. 

Key outerwear pieces include a varsity jacket, quilted car coat, hoodie and robe, which are remixed with pop details and over-dye finishes. Hawaiian print shirts and striped boxer shorts round out the line.

Shot in the Miami suburbs by photographer Buck Ellison, the accompanying campaign features diverse couples in classic domestic settings, aiming to redefine traditional ’90s Americana. “Just as Martine’s chaps and jockstraps lighten and radicalize hero products, the culturally rich and powerful campaign provides a cheeky edge while representing the current, beautifully diverse spirit of modern America,” Tommy Hilfiger said.

Tommy Jeans x Martine Rose

While Martine Rose often culls inspiration from her Jamaican and British heritage for her eponymous label, the partnership with Tommy Hilfiger allowed the designer to examine life across the pond. 

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“I really enjoyed being able to explore American subculture and create a campaign that not only celebrates, but rightly spotlights marginalized communities,” Rose said. “Tommy Hilfiger has always been a brand that I’ve drawn inspiration from, so this partnership was such a natural and organic marriage.”

Hilfiger said the “elevated and unique” Tommy Jeans x Martine Rose collection highlights how “out-of-the-box and experimental Martine’s work is.”

“Collaborating with Martine has been inspiring and really pushed me creatively,” he said. “I love it when a designer can come in and put their own touch on our archival pieces.”

The collection with Rose follows other collaborative efforts by the PVH Corp.-owned brand, including a collection of throwback NBA gear and a partnership with Richard Quinn

The Tommy Jeans x Martine Rose collection is available now and retails for $79.50-$999.