Culture
09 Feb 21

Tommy Hilfiger enlists rake of artists for 'Music Takes Us Further' campaign

Each artist has shared their unique perspective on utilising music to drive social change - inspiring fans to contribute a future that 'Wastes Nothing and Welcomes All'.

International fashion brand Tommy Hilfiger has announced the Spring 2021 TOMMY JEANS 'Music Takes Us Further' campaign, built on the denim brand’s deeply rooted music heritage.

The campaign was brought to life by an eclectic mix of creative talent including musicians, poets and activists from diverse walks of life.

Continuing the brand’s ambitious sustainability mission, Tommy Jeans' high-tech innovations now allow for more sustainable fabrications. This includes 100% recycled denim created using an innovative technique that blends bedsheets with other recycled cotton scraps far surpassing the industry average of 30% recycled cotton.

The Spring 2021 TOMMY JEANS campaign is self-shot and self-styled by an inspiring cast of creative talent encompassing different nationalities, sizes, ethnicities and gender identities. Their individual journeys, viewpoints and activism speak to the brand spirit. Many of the artists are hugely powerful when it comes to their contributions to LGBTQ+ rights, trans and non-binary visibility, disability rights and the Black Lives Matter movement.

The campaign talent includes: Zoey Lilly (UK), rapper Akini Jing (China), Dreamer Boy (US), SAYGRACE (Australia), KeKe (Austria), Mavi Phoenix (Austria), DJs Lucia Luciano and Gizem Adiyaman (Germany). The latter are co-founders of @hoe__mies, a party series and feel-good community space centered around women, non-binary, and trans people primarily catering to an audience of colour.

Also joined the campaign are Spain's Gabriela Richardson, Tayahna Walcott (US), Annahstasia (US), Elena Midori (Japan), Curtis Waters (US), Dee Koala (South Africa), Yazid Bezaz (Morocco), SOMNII (Morocco), poet and trans-visibility activist Kai-Isaiah Jamal (UK), Deb Never (US), Batekoo (Brazil), J Grrey (UK), ROZZY DC (France), RINI (Australia), Pretty Solero (Italy) and independent rapper Yuzion (South Korea).

The collection is currently available on the Tommy Hilfiger website and in TOMMY JEANS stores worldwide.