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The new Tommy Jeans “Play To Progress” campaign

With the creatives Tems, Imma and BikeLifeRex

The new Tommy Jeans “Play To Progress” campaign With the creatives Tems, Imma and BikeLifeRex

On February 1st Tommy Hilfiger launched the new TOMMY JEANS Spring 2022 “Play To Progress” campaign with creatives Tems, Imma and BikeLifeRex. The three "futuremakers" from different corners of the world give life to the concept of play as a form of progress through music, web and street culture, in a winning combination of creativity and free expression. A project divided into three chapters in which each talent is narrated through the vision of a different photographer.

With a musical heritage directly linked to the brand's roots, Grammy-nominated Nigerian singer, songwriter and producer Temilade Openiyi, better known as Tems (@temsbaby), leads the first chapter of the campaign, shot by director and photographer Bolade Banjo with the stylist Dunsin Wright and the production company Pundersons Garden, with the musician's song "Vibe Out" as soundtrack. In the second chapter, the first hyper-realistic Asian model of the company specializing in virtual human beings Aww Inc, imma (@imma.gram), blurs the lines between the digital and physical world with a campaign shot by Takako Noel and Ryosuke Sato with the visual effects of Masanao Takeuchi. Finally the third part, which showcases the extreme tricks from Philadelphia with BikeLifeRex (@bikeliferex), which supports young locals with a safe space to learn and have fun with an action-packed bike crew. Photographer Jared Sherbert and director Ben Fitzgerald narrated BikeLifeRex together with production company Pundersons Garden.

All the protagonists of the campaign wear the reversible Chicago windbraker jacket, characterized by the brand's iconic color blocking. Also introduced in the "Play To Progress" campaign is the Denim Progressed program which focuses on evolution in style and sustainability with 100% recycled or hemp denim.