Tommy Hilfiger and Shawn Mendes have joined forces to create a new, more sustainable collection. Is titled Tommy x Shawn Classics Reborn and it’s a tribute to the 90s.
The 90s helped Shawn Mendes to create his new collection with Tommy Hilfiger. And from their second collaboration was born Tommy x Shawn Classics Reborn, a new capsule collection that chooses sustainability as its main theme.
In the past Tommy Hilfiger has already established partnerships with great icons such as Zendaya, Gigi Hadid And Lewis Hamilton. But with Shawn Mendes he was also able to get closer to the music scene and, after the first tested experiment, they chose to join forces again with a collection that is attentive to sustainability. To the microphones of wwdthe singer specified: “I was born in 1998, my parents lived in the Tommy Hilfiger era. I’m pretty sure I wore nothing but Tommy Hilfiger in my first three years of life. I thought there was nothing else on the planet“. In fact, some time ago, the designer had the opportunity to collaborate with other musical icons such as Britney Spears. But some time has passed since then and, thanks to Shawn Mendes, Tommy Hilfiger has been able to dust off the tradition: “It was like coming home for me“, he told wwd from its London office.
Tommy Hilfiger and Shawn Mendes, the new collection aims at sustainability
The collection made with Shawn Mendes is sort of tribute to the 90s. It is a proposal for both women and men, with different clothing items. For example: sports bras, boxers, soft wide-leg pants, varsity jackets, tank tops and rugby shirts engraved with the Tommy Hilfiger logo. To make the collection even more interesting is also the most sustainable approach adopted.
As it reports wwdcustomers will also be able to wear the Tommy Hilfiger collection digitally through one AR mirror made available by Zero10. This is an experiment, made available only for some stories like London, Berlin And Milan and limited time. The attempt is particularly close to the designer’s heart, who is always looking for new stimuli to make the fashion experience more enjoyable greens possible. In this case he wanted to experiment with a sort of virtual dressing room made possible by the technological company. “We believe that AR technology can be used by brands now to implement new approaches in their businesses and gain credibility among the new generation of customers“explained George Yashin, CEO of Zero10. Regarding the greener collection, the designer said: “When I found out Shawn was interested in sustainability, I thought it was amazing because so many people talk about it, but don’t practice“.
The stars and stripes rugdy shirt that the singer wears was made with theIt’s 80% organic cotton and 20% recycled yarn. For his part, Shawn Mendes began to be interested in the subject as early as eight years old, but only became more aware three years ago. He was thinking about his merchandising line at the time and wouldn’t have presented it if it wasn’t greener. “That’s when I started talking to Tommy“, he precised. The collection uses I recycle, through which it transforms the dye in fibers reworked from pre-consumer factory waste into a colored powder. In any case, the designer specified: “We are always looking for ways to improve sustainability and we have a team of people in Amsterdam who are 100% focused on this“.