Consumer Engagement

TOMMY HILFIGER Announces TOMMY JEANS Collaboration with London Luxury Streetwear Brand Aries

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.

The 35-piece menswear, womenswear and footwear Tommy x Aries collection is inspired by TOMMY JEANS’ archives and updated through an Aries lens. A powerful play of exaggerated proportions on layers and denim are 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, and a relaxed indigo denim jacket and baggy split colorway screen-printed denim pant.

Supporting Tommy Hilfiger’s sustainability vision to Waste Nothing and Welcome All, a curated selection of pieces within the collection are from Tommy x Aries: Remade, one-of-a-kind items handcrafted by Aries from existing garments – derived from post-consumer waste and surplus materials. Styles for women include irreverent corsets made from the Tommy flag and upcycled denim, cut-out vintage 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 the 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.

The campaign will launch in London where new media forms will be subverted and hacked as flyposting and street markings can be scanned by mobile, directing passers-by to the nearest store. Once there, the audience can experience the collection by engaging in an AR virtual-try on. Aries’ new London flagship home will celebrate the launch hosting an event bringing together the creative cast.

With an irreverent nod to streetwear culture, a nostalgic 8-bit game was created encouraging fans to sign up to their local TOMMY HILFIGER membership program and play for a chance to win parts of the collection and gain pre-sale access. Q-JUMP sees an avatar - dressed in the collection - ‘hack’ the Tommy Jeans x Aries drop queue to get to the store and collect coins along the way.

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 as well as 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 collectable to the esoteric.

The collection will be available starting on March 31, 2023, at select Tommy Jeans stores and wholesalers, on and at the Aries store in London. Join the TOMMY JEANS community on social media via @TommyJeans, @Ariesarise, #TommyJeans and #TommyxAries.