Crush Of The Week

Tommy Hilfiger x Shawn Mendes launch “Play It Forward” continuing sustainability efforts

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Tommy Hilfiger recently announced “Play it Forward”, a partnership with Canadian singer-songwriter Shawn Mendes, in a continued effort to share a vision for a better future. This collaboration kicked-off with Shawn Mendes as the face of the Summer 2022 global campaign, which was entitled “Classics Reborn,” and features an “eco-collection” fully made from more sustainable materials.

And this collaboration goes beyond just the release of these sustainable pieces, as Shawn Mendes will be wearing more sustainable, custom-made TOMMY HILFIGER styles throughout his upcoming Wonder: The World Tour. The cherry on the cake? Tommy Hilfiger will be donating US$1 million to efforts to “mitigate and offset the environmental impact of the tour.”

Shawn Mendes expressed himself on the collection, which you can read exclusively in JDEED for the MENA:

How did you feel when Tommy Hilfiger invited you for this collaboration?

Shawn Mendes: “I have incredible respect for Tommy’s vision and have been lucky enough to attend the Met Gala with the brand twice, so I was extremely humbled and excited when asked to become the new Tommy Hilfiger ambassador, especially since we both value sustainability so greatly.”

The partnership will also the birth of a co-designed capsule collection, which will launch in Spring 2023, and will consist of reimagined timeless style, created more sustainably through the use of recycled and “new material innovations, and circular design practices.

Shawn’s not only a multitalented musician — he also represents a new generation of Futuremakers who understand the need for action,” says Tommy Hilfiger. “By joining forces with Shawn to learn, share and innovate, we can build upon what we’ve already achieved and take our sustainability journey to the next level. While we recognize we still have a long way to go, together we can build even more awareness to make a positive, lasting impact.

Exclusively to JDEED in the MENA, Tommy Hilfiger also expressed:

Can you share more about the capsule collection, launching in Spring 2023?

Tommy Hilfiger: “We’re looking at pieces from the 1985 Program, which reflects our commitment to sustainability as our most iconic styles are reimagined with more sustainable materials. All designs are focused on quality, circular design, and the latest material innovations, to show our communities what’s possible.”

This TOMMY HILFIGER “Classics Reborn”collection which launched this past May, was shot by Craig McDean. Shawn Mendes is seen wearing styles from the 1985 Program collection, “including the iconic 1985
polo which is made from organic cotton.

Throughout the 1985 Program’s 2022 collections alone, At Hilfiger, the use of organic cotton was reduced CO2eq by about 48% and avoided 692 tons of emissions throughout the 1985 Program’s 2022 collections alone which represents – sit tight! – 641 one-way flights from London to New York for one passenger.

Shawn Mendes also wears “more sustainable denim that is produced using 20% post-consumer recycled cotton and requires less water and energy during its finishing stages.” In this ecological spirit, Mendes has also vowed to making his upcoming Wonder: The World Tour more climate positive, by “reducing CO2 emissions by 50% per show compared to his last world tour in 2019, and mitigating all remaining emissions through a combination of carbon removal and carbon avoidance projects.

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,” says Shawn Mendes. “Everyone has a role to play in creating a more sustainable future and I’m inspired to see what we can achieve. I look forward to learning from each other, exploring how creative reimagination can have a positive effect on the fashion industry, and sharing what living more sustainably means to me.

Watch out for more details of the “Play it Forward” collaboration in the coming months, to be shared across Tommy Hilfiger and Shawn Mendes’s social channels. You’re invited to join the community and conversation through #TommyHilfiger, @TommyHilfiger and @ShawnMendes.