It’s called “Classic Reborn” and it’s the new campaign of our casual chic fashion brand that saw iconic shots of the singer Shawn Mendes wearing the 1985 Program collection, in particular the polo shirt, made of organic cotton.
The photos represent only the first of a series of events in a campaign that promises to be innovative and in the name of all-round sustainability.
The collaboration with the Canadian singer will see the development of the “Play it forward” project where the testimonial will be the spokesperson and image of the new garments of the 1985 Program collection of 2022.
Organic cotton and music for the new sustainable luxury
Tommy Hilfiger focuses entirely on the use of organic cotton, a concretely sustainable choice, given that the use of this fabric reduces emissions by approximately 48% and avoids 692 tons of CO2, or the equivalent of 641 one-way flights from London. in New York for a passenger.
The collection also includes some denim models made with 20% post-production recycled cotton fabric, another useful measure to reduce water and energy consumption during the production process phases.
The testimonial will also be an active protagonist of the change: the concerts of Shawn Mendes’ next tour will be aimed at sustainability and respect for the environment, with a 50% reduction in CO2 emissions compared to the last concert series in 2019.
Naturally on stage, the star will only wear garments from the 1985 Program collection by Tommy Hilfiger, increasingly an icon of style and green luxury.
An investment of 1 million euros by the maison in favor of the sustainable and regenerative cultivation of cotton and the design of an upcoming capsule collection with a circular approach is the last act of the sustainable luxury project between music and respect for the environment. of the fashion house.