Tommy Hilfiger announces Tommy Jeans collaboration with London luxury streetwear brand Aries

The collaboration is an empowering and creatively subversive play on all things modern prep, including limited-edition pieces handcrafted from existing garments.

Tommy Hilfiger is excited to announce its newest collaboration with London-based luxury streetwear brand, Aries. The collection focuses on shared silhouettes and proportion play, detailed by Aries’ handcrafted and distressed techniques to reimagine classic Tommy codes. 

A powerful play of exaggerated proportions on layers and denim is seen throughout the collection, bringing a distinct Aries luxury streetwear vibe to modern prep. Key items include the jacquard tape logo dress and black trucker jacket with a 5-pocket matching pant, a relaxed indigo denim jacket, and baggy split colorway screen-printed denim pants.

Styles for women include irreverent corsets made from the Tommy flag and upcycled denim, vintage cut-out tees, jacquard tape harnesses, and a three-shirt asymmetrical jersey dress. Menswear delivers remade Tommy flags and graffiti emblems splashed across vintage t-shirts and hoodies.

Delivering maximum impact, the campaign approach places emphasis on the design and construction of individual styles – leveraging a real and raw aesthetic with a disruptive edge and engaging energy. The creative red thread of ‘hacking’ is brought to life through the art direction of each individual image, utilizing patches, tape bands, and artwork – in essence, the individual components of each product, adding to the overall narrative.

Photographer Angelo Pennetta brings his unique lens to the collaboration and carefully constructs the campaign to create a striking portfolio of images. His lookbook features GRAMMY-nominated rapper GloRilla, grime artist Novelist, and Aries family 5EB, Brian Tshabola, Haajar Djouada, Kasper Kapica, Kirbs, Nathan Rosen, and Xiao Wang.

A film by Aries founder and Creative Director Sofia Prantera will be released to complement the campaign featuring an instrumental version of GloRilla’s ‘Unh Unh’ with special verses by Novelist, Kirbs, and 5EB as the film smoothly flows with bold visuals that nod to moments in TOMMY JEANS’ hip-hop history.

Celá kampaň kolekce klade důraz na design a konstrukci jednotlivých stylů – využívá skutečnou a syrovou estetiku s rušivým ostřím a poutavou energií. Kreativní červená nit je oživena uměleckým využitím nášivek, pásků a uměleckých děl – v podstatě všemi jednotlivými součástmi každého produktu, které přispívají k vytvoření celkového příběhu.

Svůj jedinečný pohled vnáší do spolupráce fotograf Angelo Pennetta. V jeho lookbooku se objevují rapper GloRilla nominovaný na cenu GRAMMY, grimeový umělec Novelist a rodina Aries 5EB, Brian Tshabola, Haajar Djouada, Kasper Kapica, Kirbs, Nathan Rosen a Xiao Wang.

V souvislosti s kampaní vychází také film zakladatelky a kreativní ředitelky Aries, kterou je Sofia Prantera. Snímek bude obsahovat instrumentální verzi skladby “Unh Unh” od jednoho z protagonistů lookbooku GloRilly, se speciálními verši dalších členů crew Novelista, Kirbse a 5EB. Film bude plynule navazuvat na odvážné vizuály, které odkazují na momenty hiphopové historie značky Tommy Jeans.

Aries is a non-gendered, luxury streetwear brand made in Italy and created in London. Founded by Sofia Prantera, Aries was born out of an ongoing love of trash culture, outsider art, graphics, and illustration. The brand reflects Sofia’s Saint Martin’s background and her forensic approach to garment construction, dyeing, and printing. Its cultural output takes the form of self-published books, international art shows, exhibitions, experiences, and collaborations which range from the cult and collectible to the esoteric.

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