Words: Alastair James; Images: Tommy Hilfiger
Shawn Mendes has partnered with Tommy Hilfiger to launch a fashion campaign focused on sustainability while showing us a decent amount of midriff.
The Canadian singer-songwriter fronts the 'Classics Reborn' campaign which kicks off the 'Higher' singer's 'Play It Forward' partnership with the brand.
In promo images, Mendes can be seen sporting some of Tommy Hilfiger's sustainable, custom-made styles, which he will also be wearing throughout his upcoming Wonder: The World tour.
Shawn says of the partnership: "I’ve always been inspired by Tommy and the iconic brand he built, and I’m excited to share our journey together with my fans.
"Everyone has a role to play in creating a more sustainable future and I’m inspired to see what we can achieve. I look forward to learning from each other, exploring how creative reimagination can have a positive effect on the fashion industry, and sharing what living more sustainably means to me."
For the Wonder: The World Tour, Shawn Mendes has committed to making the tour climate positive, by reducing CO2 emissions by 50 percent per show compared to his last world tour in 2019, and mitigating all remaining emissions through a combination of carbon removal and carbon avoidance projects.
Tommy Hilfiger is also donating $1 million to help make the tour’s Sustainability & Tour Greening Program possible.
Tommy Hilfiger says: "Shawn’s not only a multitalented musician - he also represents a new generation of Futuremakers who understand the need for action. By joining forces with Shawn to learn, share and innovate, we can build upon what we’ve already achieved and take our sustainability journey to the next level.
"While we recognize we still have a long way to go, together we can build even more awareness to make a positive, lasting impact."
A co-designed capsule collection between the brand and Mendes will then be launched in Spring 2023 which will see timeless styles reimagined more sustainably with recycled and new innovations.
The Attitude May/June issue is out now.