The singer and the fashion house have embarked on a more sustainable journey while showcasing the label’s iconic “1985 Program” collection.
American premium fashion brand Tommy Hilfigher has joined force with Shawn Mendes in a partnership dubbed “Play It Forward”. To celebrate it, the house launched the “Classic Reborn” campaign, fronted by no one but the singer himself. The campaign features signature pieces from the “1985 Program” collection, now crafted using more sustainable materials. Organic cotton is transformed into polo shirts, while post-consumer recycled cotton finds its new use as a material for the collection’s sustainable denim. Of Mendes’ appointment, Tommy Hilfigher commented, “Shawn’s not only a multitalented musician — he also represents a new generation of future-makers who understand the need for action.”
Regarding this collaborative project, Mendes said, “I’ve always been inspired by Tommy and the iconic brand he built, and I’m excited to share our journey together with my fans. Everyone has a role to play in creating a more sustainable future and I’m inspired to see what we can achieve.” Furthermore, “Play It Forward” also attempts to raise a one million US dollar donation to offset the environmental impact of Mendes’ ongoing “Wonder: The World Tour”. The campaign images show Mendes showcasing the collection’s highlights in a field. The singer is seen sporting a series of polo shirts, in white, navy blue, and red iterations, paired with the house’s signature denim design and underwear piece. Another image shows the singer sporting a white sleeveless shirt, posing on a stack of wooden crates.
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