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Uplifting and inspiring the youth since 1985, Tommy Jeans has announced an exciting new collaboration with Sofia Prantera’s London-based label Aries. The collaboration offers an empowering and subversive play on the ‘90s and DIY Subculture resulting in a thirty-five-piece menswear, womenswear and footwear collection. The campaign pictures, led by Grammy-nominated rapper GloRilla, feature a wide entourage. Namely, grime artist Novelist, and Aries family 5EB, Brian Tshabola, Haajar Djouada, Kasper Kapica, Kirbs, Nathan Rosen and Xiao Wang, all photographed by Angelo Pennetta.

Playing emphasis on the design and construction of the individual styles, the campaign aims to capture a real and raw aesthetic with a disruptive edge. Accompanying the camping images, a film by Aries founder and Creative Director Sofia Prantera will be released, revisitingTommy Jeans’ hip-hop history, and featuring an instrumental version of GloRilla’s Unh Unh with special verses by Novelist, Kirbs and 5EB.

Tommy x Aries finds inspiration from the Tommy Jeans' archives, and is reimagined through Aries’ handcrafted and distressed techniques. Key items of the collection include a jacquard tape logo dress and black trucker jacket with a five-pocket matching pant, and a relaxed indigo denim jacket and baggy split colourway screen-printed denim pant. In support of Tommy Hilfiger’s sustainability vision, the collection features a curated selection of Tommy x Aries: Remade pieces, made from existing garments, surplus fabric and post-consumer waste.

The campaign will also feature flyposting across London, these when scanned will direct passers-by to the nearest store where the audience can experience the collection through an AR virtual-try on. Aries’ new London flagship home will also celebrate the launch by hosting an event which will bring together the creative cast. Last of all, an 8-bit game will allow fans to win parts of the collection through virtual avatars who ‘hack’ the drop queue to get into the store and collect some coins on the way.

Nur Rezai-Mah

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