Fashion
Tommy hilfiger collaborates with shawn mendes in the campaign play it forward marking a sustainable journey
Jun
This multi-pronged partnership begins with the Summer 2022 ‘Classics Reborn’ campaign and will include a US$1 million grant for Shawn Mendes’ world tour to help reduce and offset the disruption. environmental impact from this tour.
Tommy hilfiger collaborates with shawn mendes in the campaign play it forward marking a sustainable journey
Tommy Hilfiger announces a collaborative campaign titled “Play it Forward” with Canadian singer-songwriter Shawn Mendes, built with the vision of a better future. Shawn Mendes is the face of Tommy’s Summer 2022 “Classic Reborn” campaign with a collection made entirely from sustainable materials .
In addition, in the tour entitled Wonder: The World TourIn the near future, Shawn Mendes will be wearing more sustainable and tailored clothing for him in TOMMY HILFIGER style. In addition, Tommy Hilfiger will also sponsor USD 1 million to demonstrate efforts to reduce and offset the impact of the tour on the environment.
The significance of this partnership will be further extended with the launch of a collection co-designed by Tommy and Shawn Mendes in Spring 2023, which will more sustainably recreate Tommy’s timeless style through innovation. advances in recycled materials and new design methods.
“Shawn is not only a multi-talented musician – he also represents a new generation of the future who understand the need for practical action,” said Tommy Hilfiger. “By partnering with Shawn to learn, share and innovate, we have the opportunity to build on what we already have and take our journey towards sustainable value to the next level. While we realize we still have a long way to go, together we can build even more insight to make a positive and lasting impact.”
Launched on May 16, 2022, the TOMMY HILFIGER “Classics Reborn” campaign was shot by Craig McDean featuring Shawn Mendes in style from the 1985 Program collection featuring the iconic 1985 polo shirt made from cotton. organic . Using only organic cotton throughout the 1985 Program’s 2022 collection reduced CO2eq by about 48% and avoided 692 tons of emissions – the equivalent of 641 one-way flights from London to New York for one passenger.
Shawn Mendes also wears denim with more sustainable materials, made using 20% recycled cotton – using less water and energy in the finishing stage. The image of the outfit is completed with classic TOMMY HILFIGER products that are bold in the spirit of nostalgia.
For the Wonder: The World TourGoing forward, Shawn Mendes has committed to making climate more positive by reducing each show’s CO2 emissions by 50% – compared to his last world tour in 2019, and minimizing emissions. residual emissions through a combination of carbon removal and carbon avoidance projects.
To support these missions as well as the partnership, Tommy Hilfiger will donate US$1 million to help implement the tour’s Sustainability & Tour Greening Program. A significant portion of this investment will be donated to the growing of regenerative cotton, to further underpin Tommy Hilfiger’s broader sustainability initiatives.
Throughout the tour, Shawn Mendes will also wear bespoke, more sustainable designs by repurposing fabrics and embellishments (leftovers from past TOMMY HILFIGER collections),
Tommy Hilfiger and Shawn Mendes will also introduce a co-design collection in Spring 2023 – marking an important milestone in their partnership. The collection will reimagine the classic TOMMY HILFIGER apparel as well as further expand the innovation of material recycling.
Shawn Mendes said: “I’ve always been inspired by Tommy and the idiosyncrasies of the brand he’s built, and I can’t wait to share our journey with our fans. Everyone has a role to play in creating a more sustainable future, and I’ve been inspired by seeing what we can achieve. I look forward to learning, discovering how creative reinterpretation can positively impact the fashion industry, and sharing what a sustainable lifestyle means to me.”
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