Tommy Hilfiger celebrates playful approaches and experimentation with style in his Fall 2022 TOMMY JEANS brand campaign. In the newest brand campaign, Tems from his home city of Lagos takes the lead. Starring singer, songwriter and producer Tems, the video introduces us to Alté, a vibrant subculture and creative hub, while introducing the brand to new audiences around the world.
Returning to his home city of Lagos (Nigeria) after his world tour, Tems (@temsbaby) takes the lead role in the campaign video with the support of skate collective WAFFLESNCREAM and Alté artists Lady Donli and Dami Oniru. As one of today’s most exciting, global creative hubs, Lagos offers a dynamic platform for a community willing to experiment with different music genres and styles. The ensemble pushes the boundaries of sound, image and style by synthesizing influences from the world. The video was directed by Akinola DaviesJr., a member of the Nigeriandiaspora. The photo shoot was handled by Harlem-based JoshuaWoods.
“I am excited to be a part of this campaign, especially as more people will get to know Lagos, the city’s thriving alternative environments and communities,” says Tems. as well as helping you develop as a creative person. They also contributed significantly to my current position as an artist.”
The Tommy Collection, our first collection designed with inspiration from the prep, skate and hip-hop cultures of the nineties, is featured throughout the campaign. The Tommy Collection features iconic men’s, women’s and unisex styles that have become staples of contemporary streetwear. Proportions and details inspired by sportswear stand out in the collection, which also includes new interpretations of our Alaska down jacket. Alaska down jacket is positioned as one of our main products this season with its oversize pattern, detachable sleeves and monogram pattern.
Tommy Collection; HBX will be available at select partners such as EndClothing, BSTN and OneBlockDown, as well as on tommy.com and select TOMMY JEANS stores worldwide.
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