With a collection and film set to launch on April 26th, the Tommy Jeans Play To Progress Campaign focuses on a mindset of curiosity and creativity. The iconic fashion brand focuses on spotlighting a young class of creative talent such as TEMS, Imma, and BikeLifeRex. Looking to inspire audiences through experimentation and play, the campaigns’ “Play To Progress” tagline brings an innovative new perspective to the brand. Moreover, what really brings the Tommy Jeans narrative into focus is the three future makers from around the globe.
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Coming together at the intersection of music, internet, and street culture the groundbreaking tastemakers inspire a modern new era for the brand. First up we have Nigerian-born and Grammy-nominated singer, songwriter and producer Temilade Openiyi or TEMS leading the first chapter in the campaign. A contemporary representation of the brand’s connection to music heritage, the singer is seen sporting full Tommy Jeans looks with a 90s makeup vibe.
Tommy Jeans takes things a step further by tapping Asia’s first CGI and hyper-realistic model Imma, created by the virtual human company Aww Inc. Bringing the latest technology into our physical world, Imma is shot by photographer Takako Noel. We barely notice ourselves that the model is solely pixel-based – definitely creating a blur between the digital landscape and reality. The pioneering campaign shots also include the expertise of director of photography Ryosuke Sato and Masanao Takeuchi who hones in on visual effects. With an ability to transcend our own understanding of gender and identity, the inclusion of Imma in Tommy Jeans brings an array of possibilities to the world of fashion.
Lastly, we can’t forget about the legacy Tommy Jeans has held in sports since its inception. The third thought leader to join the campaign’s rollout is Philadelphia based BMX-er Rayshawn Isaiah Washington. An up and coming athlete and advocate in his community, Washington has long supported local youth with a safe space to take on biking. Along with his advocacy, his latest debut with Tommy Jeans has him diving head first into modelling. It’s clear the kid can do it all, along with sporting some heritage brand classics like the Chicago reversible windbreaker.
The Play To Progress campaign also seeks to embrace the brand’s sustainable journey. Using 100% recycled denim, the items are designed with love and care to be remade again. For now, head over to Tommy Jeans to peep their latest drops as we wait for the highly anticipated release.