Tommy Hilfiger and Shawn Mendes together for the environment

An all-out collaboration in the name of the environment: Tommy Hilfiger and Shawn Mendes join forces with the Play it forward partnership, which is spread over several floors. First of all, Mendes is the face of the American brand’s summer 2022 advertising campaign, entitled Classics Reborn, entirely made with more sustainable materials. Then, on the next tour, Shawn will wear custom Hilfiger looks, always made with greater environmental responsibility. The brand will also donate $ 1 million to offset and mitigate the tour’s environmental impact.

tommy hilfiger shawn mendes

Courtesy Tommy Hilfiger

It’s not over: Tommy Hilfiger will co-sign a capsule collection with the Canadian singer-songwriter, ready for spring 2023, which will be the implementation of new forms of circular design and production. The Classics Reborn campaign, on the other hand, is officially launched on May 16th. Shot by Craig McDean, the campaign features Shawn Mendes wearing designs from the 1985 Program collection, including the 1985 polo shirt made from organic cotton. In all the 2022 harvests of the 1985 Program alone, the use of organic cotton reduces CO2 by approximately 48% and avoids 692 tonnes of emissions, equivalent to 641 one-way flights from London to New York for a passenger. Shawn Mendes also wears more sustainable denim, made using 20% ​​post-consumer recycled cotton, which requires less water and energy during the finishing stages.

tommy hilfiger shawn mendes

Courtesy Tommy Hilfiger

“Shawn is not only a multi-talented musician,” says Hilfiger, “he also represents a new generation, who more understand the need to act. By joining forces with him to learn, share and innovate, we can build on our first results and bring our commitment to sustainability to the next level. We still have a long way to go, but we can create even more awareness, to have a more lasting impact. ” “Each of us has a role to play in creating a more sustainable future,” echoes Shawn Mendes, “and I can’t wait to see what we can achieve. Reimagining this work can have a positive effect on the industry as well. fashion”.

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