Tommy Hilfiger reveals sustainably-centred partnership with Shawn Mendes

American fashion brand, Tommy Hilfiger, has announced a relationship with Shawn Mendes, a Canadian singer-songwriter.

The cooperation, which begins with Mendes as the face of the brand’s summer 2022 campaign, will revolve around the brand’s more sustainable product range. Organic cotton and antique pieces are featured in the images, with several clothes evocative of classic Hilfiger designs.

In addition to the campaign, Tommy Hilfiger will sponsor the musician’s forthcoming Wonder: The World Tour, where Mendes will wear special Hilfiger designs built from sustainable materials. In addition, the PVH-owned brand announced a one-million-dollar donation to assist minimize the tour’s environmental effect.

It comes after Mendes revealed his intention to make his global tour more environmentally friendly, with the objective of lowering CO2 emissions by 50% at every event compared to his previous tour in 2019. As part of the tour’s Sustainability & Tour Greening Programme, Tommy Hilfiger will invest heavily in regenerative cotton farming.

To complete up the collaboration, Mendes will work with Tommy Hilfiger on a co-designed capsule collection, planned to debut in spring 2023, that will reinvent historical trends using recycled fabric and innovative material manufacturing techniques.