The singer partners with the high fashion brand to create a collection that honours the environment.
In 2022, there is one thing us fashion girlies are craving more than new collections and trends… Sustainability. Yet the importance of sustainability is not applicable to the fashion industry alone, and given the resurrection of world tours and concerts post-pandemic, it would appear much needs to be done to offset the damage caused by music events to our beloved environment. Enter, Shawn Mendes.
Teaming with Tommy Hilfiger, Mendes aims to confront the debilitating effects of touring and shows on the environment by launching their collaborative effort, “Play It Foward”. Forming part of Tommy’s summer 2022 “Classic Reborn” campaign, “Play It Forward” includes a $1 Million donation to Shawn Mendes’ world tour to help mitigate and offset its environmental impacts.
Speaking on their partnership, Tommy Hilfiger imparts, “Shawn’s not only a multitalented musician, he also represents a new generation of Futuremakers who understand the need for action. 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.”
Shot by Craig McDean, “Classic Reborn” showcases Mendes wearing styles from the 1985 Program collection — a capsule consisting of organic cotton, reducing carbon emissions by 692 tones. Curating a campaign that is equal parts earth-conscious yet trendy, “Classic Reborn” paves the way for a new attitude towards sustainability within the fashion and music realms while retaining a vintage aesthetic that proves as timeless as its materials.