Curiosity, creativity and circular denim are three themes explored in the Spring 2022 campaign for Tommy Jeans.
Called “Play To Progress,” the PVH Corp.-owned brand tapped Nigerian-born and Grammy-nominated artist Temilade Openiyi (better known as Tems), Asia’s first CGI and hyper-realistic model Imma, and Rayshawn Isaiah Washington, a Philadelphia-based BMX-er to appear in the three-part campaign.
The Chicago reversible windbreaker, featuring Tommy Hilfiger’s iconic bold color blocking, is a focal point in the campaign. It also serves as an introduction of Denim Progressed, a new program that focuses on “progression in style and sustainability” with 100 percent recycled denim and hemp denim. The denim garments, the company stated, are designed from the start to be made again.
Tommy Hilfiger is steadily making progress in sustainable and circular design. The brand launched last spring its first circular jeans that align with the Ellen MacArthur’s Jeans Redesign guidelines. Circular design is also the crux of Tommy for Life, a three-part program that promotes zero-waste operations, upcycling, resale and repair.
The talent for the campaign was chosen for the ways they inspired positive change. Tems’ self-produced lyrics and afro-beats “celebrate creative experimentation and harness the power of play,” the company stated. Imma, created by virtual human company Aww Inc., is an example of fashion’s possibilities in the metaverse and sparks conversations about identity, gender and race with a “delightful sense of playfulness.”
Lastly, Washington is an advocate for children and street culture. His platform BikeLifeRex supports local youth with a safe space to learn and have fun through play with his action-packed bike crew.