Shawn Mendes promotes new Tommy Hilfiger collection with Regent Street flagship visit

Multi-platinum singer-songwriter Shawn Mendes, who recently joined forces with Tommy Hilfiger on a sustainable collection, is taking over the brand’s London flagship store today.

The Tommy Hilfiger X Shawn Classics Reborn collection, which launched last week, sees timeless classics recoded in new styles. The designs reinterpret iconic Tommy Hilfiger silhouettes in a new contemporary styles, showcasing relaxed fits with an emphasis on inclusivity and sustainability.

To launch the global campaign, Tommy Hilfiger and Shawn Mendes are set to host a series of events in London, Berlin, Milan and Mexico City. Selected retail venues will curate in-store activations giving a platform to changemakers in local sustainability movements. The first being London’s Regent Street location - today at 4:30pm.

Shawn Mendes commented: "The collection is so special to me because I was able to work with Tommy Hilfiger to co-create this range which includes these amazing, high-quality, sustainable versions of their most classic clothing items."

The 90s-inspired 28-piece collection embraces Mendes and Hilfiger’s shared vision of sustainability by using recycled and innovative materials. Fabrics used are crafted from recycled textiles and find vivid colour through Recycrom, which uses a new technique to make dye, created by reprocessing fibres from pre-consumer factory cutting waste into a coloured powder.

The materials integrate cutting-edge technology creating comfortable new fibres out of recycled textiles. It incorporates circulose, a material made from recycled textile waste that has been blended with wood fibre, reducing dependence on virgin resources and ensuring discarded cotton textiles can be part of a more circular recycling system.

Tommy Hilfiger added: "The Tommy X Shawn Classics Reborn collection marks another step towards realising our vision for sustainability, as we aim to create fashion that Wastes Nothing and Welcomes All.

"Shawn is an impressive young man and advocate for positive change. We’re proud to partner with him and continue playing our part in creating a more responsible future of fashion."