Crush Of The Week

TOMMY JEANS presents its “Play to Progress” campaign celebrating creativity

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Tommy Hilfiger has announced the new TOMMY JEANS Spring 2022 “Play To Progress” brand campaign, in a display of creativity, exploring  “new ways to inspire positive change through experimentation and play.”  Featuring talents Tems, imma and BikeLifeRex, the campaign has just gone live this February.

Nigerian-born and Grammy-nominated singer, songwriter and producer Temilade Openiyi, picture exclusive to JDEED Magazine

The brand known for its roots in music heritage asked Nigerian-born and Grammy-nominated singer, songwriter and producer Temilade Openiyi, better known as Tems (@temsbaby), to lead  the campaign’s first chapter with her “self-produced lyrics and afro-beats.”
The creative team behind the campaign include Bolade Banjo, director and photographer,  stylist Dunsin Wright, all produced by Pundersons Garden. As per Tems’s “Vibe Out” from her most recent EP If Orange Was A Place, it acts as the soundtrack.

Learning to find what your own stance is in life evolves your creativity. That’s freedom,” shares Tems, as she reflects on what “Play To Progress” means to her. “I was tired of waiting for help. So, I taught myself the production skills I needed to make a song. Only I have the power to change my fate.

Nigerian-born and Grammy-nominated singer, songwriter and producer Temilade Openiyi

For Chapter number 2 of the campaign, the border between the digital and physical worlds are blurred with Asia’s first CGI and super realistic model by virtual human company Aww Inc., imma (@imma.gram). 
Photographed by Ryosuke Sato and complimented with Visual Effects by Masanao Takeuchi, imma appears as a leader for this new world of possibilities going from fashion to the metaverse and social media and puts her finger on questions about identity, gender or race, remaining playful and educational.

imma (@imma.gram)

Chapter 3, the last one, is led by BMX-er Rayshawn Isaiah Washington or BikeLifeRex (@bikeliferex) performing tricks and mind-blowing experimentations, inspiring “future generations to explore their community.” 
Always advocating for the newer generation and street culture, BikeLifeRex aims to support local youth with “a safe space to learn and have fun through play with his action-packed bike crew.” The creative team for chapter 3 comprises of photographer Jared Sherbert and Director Ben Fitzgerald, also produced by Pundersons Garden.

Common link in all 3 campaigns, the Chicago reversible windbreaker is worn by all talents, featuring the brand’s iconic bold color blocking. On top of launching this unique campaign, TOMMY JEANS took advantage of embracing the “Play To Progress” mindset by introducing Denim Progressed. This new denim program has a clear focus on sustainability without compromising the style, resulting in 100% recycled denim made with hemp denim to save soil and “circular denim, designed from the start to be made again.

BMX-er Rayshawn Isaiah Washington, BikeLifeRex (@bikeliferex)

Follow @TommyJeans on Instagram to join the growing TOMMY JEANS community – a digital destination combining music, streetwear and youth culture with experimental content pushing the boundaries for individualized style and self-expression. Join the conversation on all social media channels using #TommyJeans.