Tommy Hilfiger, which is owned by PVH Corp., launches the Fall 2022 TOMMY JEANS brand campaign, which features singer, songwriter, and producer Tems. The video introduces us to Alté, a vibrant subculture and creative center – connecting the brand to new audiences around the globe.
After her world tour, Tems (@temsbaby) returns to her hometown of Lagos, Nigeria, and headlines the campaign video with support from skateboarding collective WAFFLESNCREAM and Alté artists Lady Donli and Dami Oniru. Lagos is one of today’s most exciting, global creative hubs, platforming a community of trailblazers united by a drive to experiment with many genres and styles. The community pushes sonic, visual and stylistic boundaries through a blend of global influences. The video was directed by Nigerian diaspora member Akinola Davies Jr. and photographed by Harlem-based Joshua Woods.
“Being a part of this campaign feels exciting, especially since more people will be introduced to Lagos and the alternative scenes and communities that are thriving there,” says Tems. “Not only do these communities invite you to strive for greatness, to go harder, and to push further – but they help evolve you as a creative, which in turn has played a key factor in me becoming the artist that I am today.”
Featured throughout the campaign is our first-ever Tommy Collection. Inspired by the intermixing of 90’s prep, skate and hip-hop culture, the men’s, women’s and gender-inclusive collection consists of iconic silhouettes shaped into contemporary streetwear staples. The collection explores play on proportions and sportswear-inspired details while featuring an elevated expression of our Alaska puffer jacket. With an oversized fit, detachable sleeves and monogram print, the Alaska puffer is our key item this season.
The Tommy Collection will be available at select partners including HBX, End Clothing, BSTN and One Block Down, as well as on tommy.com and at select TOMMY JEANS stores worldwide.
Check out @TommyJeans on Instagram and join our TOMMY JEANS community – we’re a digital destination combining music, streetwear and culture.
Source: The Qode