Tommy Jeans celebrates creativity with “Play To Progress”

Tommy Hilfiger presents “Play To Progress”, the new Spring 2022 campaign for TOMMY JEANS. Focusing on curiosity and creativity, the line explores new ways to inspire positive change through experimentation and play with musical superstar Tems, virtual model imma and the King of Philly BikeLifeRex.

Three Futuremakers from different corners of the world bring the “Play To Progress” spirit to life through music, internet and Street culture. Clearly linked to the brand’s musical legacy, Grammy-nominated Nigerian singer, songwriter and producer Temilade Openiyi, better known as Tems (@temsbaby), leads the first part of the campaign. Her self-produced Afro lyrics and beats celebrate creative experimentation and the power of play.

“Learning to find where you fit in life not only develops your creativity, but also gives you freedom,” Tems says. “I was tired of waiting for help, so I taught myself what I needed to know to produce my own songs. The power to change my destiny has always been in my hands.” In addition, director and photographer Bolade Banjo signs the campaign alongside stylist Dunsin Wright and producer Pundersons Garden. “Vibe Out” by Tems, taken from his most recent EP If Orange Was A Place provides the soundtrack to the campaign.

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In the second part of the campaign, imma (@imma.gram), Asia’s first hyper-realistic virtual model, created by virtual creation company Aww Inc. blurs the boundaries between the digital and physical worlds. Photographer Takako Noel signs imma’s campaign with photography direction by Ryosuke Sato and visual effects by Masanao Takeuchi. Because its very existence goes beyond the boundaries between the real and the virtual, imma implies a myriad of new possibilities for fashion, the metaverse, advertising and social media, while questioning issues such as identity, gender and ethnicity as a game.

Part three of “Play To Progress” brings us from Philadelphia the extreme tricks and experimentation of BMX rider Rayshawn Isaiah Washington, better known as BikeLifeRex (@bikeliferex), who inspires future generations to explore their community. As a strong advocate for youth and street culture, BikeLifeRex supports local youth with a safe space to learn and have fun alongside his group of riders. Photographer Jared Sherbert and director Ben Fitzgerald created the BikeLifeRex campaign in conjunction with production company Pundersons Garden.

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Each of the campaign’s protagonists wears the reversible “Chicago” windbreaker, which features the brand’s iconic and eye-catching color block. The campaign also reflects TOMMY JEANS‘ “Play To Progress” spirit through Denim Progressed, a new denim program aimed at evolving style and sustainability with 100% recycled denim that includes hemp denim to protect the earth and circular denim, designed from the ground up to be remanufactured.

Now… Why don’t you take a look at Heron Preston’s latest SS22 collection?