Tommy Hilfiger and Shawn Mendes collaborate for sustainably-centred partnership

Tommy Hilfiger has announced a 'Play it Forward' partnership with Canadian singer songwriter Shawn Mendes to support the next step of its sustainability journey.

The collaboration, which kicks off with Mendes serving as the face of the brand’s summer 2022 campaign, features a collection fully made from more sustainable materials.

In addition to the campaign, Tommy Hilfiger will be supporting the musician's upcoming Wonder: The World Tour, where Mendes will wear custom-made and sustainable Hilfiger designs. The PVH-owned brand will also be donating $1 million to help mitigate and offset the environmental impact of the tour.

Mendes announced his commitment to making his world tour climate positive, with the goal of reducing CO2 emissions by 50% per show compared to his previous tour in 2019.  A portion of Tommy Hilfiger’s investment will be donated to regenerative cotton farming as part of the tour’s Sustainability and Tour Greening Programme.

Mendes will be collaborating with Tommy Hilfiger on a co-designed capsule collection, set to launch spring 2023, which will reimagine past styles through recycled fabric and new material production practices.

Tommy Hilfiger said in a statement: "Shawn’s not only a multitalented musician — he also represents a new generation of Futuremakers who understand the need for action,

"By joining forces with Shawn to learn, share and innovate, we can build upon what we’ve already achieved and take our sustainability journey to the next level. While we recognize we still have a long way to go, together we can build even more awareness to make a positive, lasting impact.:

Mendes added: "I’ve always been inspired by Tommy and the iconic brand he built, and I’m excited to share our journey together with my fans. Everyone has a role to play in creating a more sustainable future and I’m inspired to see what we can achieve. I look forward to learning from each other, exploring how creative reimagination can have a positive effect on the fashion industry, and sharing what living more sustainably means to me."