WATCH: Shawn Mendes and Tommy Hilfiger release ‘Classics Reborn’ global campaign
Featuring classic pieces remade with more sustainable materials
Tommy Hilfiger just announced its newest brand initiative with music personality Shawn Mendes. Just in time for summer 2022, the collaboration produced the campaign video, “Classics Reborn.”
In the music video, Shawn sang a cover of Bruce Springsteen’s dance-rock anthem “Dancing in the Dark” while playing the guitar. He sported an ensemble with red, white, and blue pieces as a tribute to the brand’s Americana heritage. In one frame, the singer also paid homage to Bruce as he rocked a tri-colored Americana bandana tucked into the back pocket of his jeans—a Bruce signature style.
Together with Shawn, items from Tommy Hilfiger’s classic 1985 collection got its spotlight too. The remade pieces now come in more sustainable materials in connection to the circular initiatives of the brand.
Since summer 2022, the brand has been working with Shawn for a number of efforts. This included custom-designed looks for the artist “Wonder” world tour, a donation of $1M to offset the impacts of the world tour, and a co-designed circular capsule which is set to launch in Spring 2023.