Tommy Hilfiger and Aries Announce Official Collaboration
Landing this month…
Tommy Hilfiger appears to be cementing its UK status with a new collaboration with London-based label, Aries.
After the brand launched its first-ever Depop shop and its recent Shawn Mendes collaboration saw it taking London by storm, it makes sense that Tommy Hilfiger would continue its inevitable reign in the UK by tapping one of the city’s most-loved brands. First teased on Instagram, the collaboration sees Tommy Jeans merging its denim heritage with Aries’ gritty, streetwear aesthetic. For Jeans specifically, the collaboration comes shortly after the brand tapped another UK native, Martine Rose, for a genderless, 35-piece collection.
Set to comprise menswear, womenswear and footwear, the collaboration takes influence from Tommy Jeans’ rich archive and allows Prantera’s distinctive vision to update it entirely. Taking cues from baggy ’90s silhouettes, the collection offers a range of exaggerated layers, denim silhouettes and jackets, with standout pieces including the Jacquard Tape Logo Dress and Black Trucker Jacket.
In a bid to continue evolving Tommy Hilfiger’s sustainable ethos, the collection features a selection of Tommy x Aries: Remade pieces, made from existing garments, surplus fabric and post-consumer waste. Specific pieces include corsets made from the Tommy flag along with jacquard-tape harnesses and upcycled denim.
To celebrate the collaboration, Aries and Tommy tapped photographer Angelo Pennetta to create a portfolio starring GRAMMY-nominated GloRilla, UK grime artist Novelist and members of the Aries family. A film created by Prantera is also slated for release, featuring special verses by the musical talent in the campaign, paying tribute to the hip-hop history of Tommy Jeans. Elsewhere, the collection will see flyposting across London alongside AR virtual try-on experiences and a launch event inside Aries’ new London flagship.
Paying tribute to the origins of streetwear, an 8-bit game complements the campaign, allowing fans to win parts of the collection through virtual avatars who “hack” the drop queue to get to the store.
The new Tommy Jeans x Aries collection is set to launch on March 31, with early access available for subscribers on the Tommy Jeans website and the Aries website.
In other collaboration news, Sydney Sweeney co-designed workwear with Ford and Dickies.
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