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Tommy Hilfiger's SS21 collection campaign
A cast of activists to talk about unity
Fashion
February 2nd, 2021
February 2nd, 2021
Tommy Hilfiger's new campaign for the SS21 collection is more than just a set of photographs: the cast of activists and celebrities protagonists of the photoshoot has in fact collaborated directly on the definition of the brand's aesthetics, with an eye to sustainability and diversity. The talents present in the campaign have personally chosen the locations of the shots, choosing the places familiar to them. The result is a real tour of the world, with shots of local photographers from Los Angeles, New Jersey, London, Paris, Berlin and Hainan.
The protagonists of the photoshoot are Randy Savvy, Stoner Mane and Kee, activists of the Compton Cowboys group; actresses, models and activists such as Indya Moore and Jameela Jamil; the French DJ and musical artist Kiddy Smile (who the most cinephiles will remember among the protagonists of Climax by Gaspar Noè); German singer-songwriter b and British musician Tom Grennan and founder of the Chinese national surf team, Monica Guo.
The sense of community is central to the collection, which traces not only the classic staples of the brand's production but which applies its inclusive approach to all Americana, especially in the western touches inspired by the Compton Cowboys. Tommy Hilfiger himself said:
«Now that we are at one of the most crucial moments in history, we must move forward together to build a future for future generations. I am proud that our Spring 2021 collection is represented by such an incredible and diverse group of people who embody this message. Throughout the season and beyond, I'm sure they will inspire fans to drive meaningful and lasting change».
Another typical approach of the brand is that towards sustainability, with a large number of materials and eco-friendly production techniques used for the collection. Materials such as EcoVero viscose, low-impact recycled polyester, Lyocell fabric, organic cotton and bio cool finishing of plant origin continue to build Tommy Hilfiger's ambitious sustainability mission.
