Today Tommy Hilfiger presents the new stylistic chapter of the Tommy Collection by Tommy Jeans label. The brand, that is part of the PVH Corp. group, has its roots in the hip-hop aesthetics of the ’80s and ’90s and interprets the codes of international street culture for the Spring 2023 collection, filtering them through a distinctly progressive and “local” point of view. The starting reference is the art of so-called Japanese Chicano Lowriding, which is focused on the fanciful customization of cars, with brightly coloured, highly polished car shells and artfully modified suspensions.
Hip-hop reminiscences and Japanese influences in the new collection
The Tommy Collection Spring ’23 is composed of 55 items, a very contemporary upgrade of the brand’s archive. The most representative pieces of the Tommy Jeans style have been reinterpreted for the coming season: from the Chicago Windbreaker jacket, in the brand’s emblematic colours, red and blue, in a removable-sleeves version, to the Aiden trousers, medium-washed jeans with relaxed volumes, as well as the colour block parkas, the sleeveless denim jacket and the preppy items such as the waistcoat and nylon hockey jersey. All the options in the seasonal collection play on proportions and stratifications, freely mixing prep, skate and hip-hop influences. Sportswear cornerstones are particularly reinterpreted through a kaleidoscope of heterogeneous cultures (and subcultures) to infuse a creative boost into classic TOMMY silhouettes.
Spring ’23 campaign exalts Japan’s lowrider scene
The Spring ’23 advertising campaign enhances the multifaceted and versatile dimension of the clothes. It is the result of a mix of snapshots – a work by London-based photographer Theo Cottle – linked by the common thread of action, between out-of-the-box moments and intimate portraits of Japan’s lowrider community.
The cast includes American garage owners, rappers and tattoo artists, a collective that effectively symbolizes the adrenaline-fuelled inspiration of spring ready-to-wear. This community of lowriding enthusiasts is portrayed by the videographer Yohai Haga Peta (@yoheipeta), who sets his frenetic scenes, with a concentration of topoi of Cali-Mexican car and street culture, among motorists bouncing and driving along the streets of Tokyo, specifically in the Shibuya district that is one of the most characteristic of the Japanese capital.
The collection will be available from 10 February on the official tommy.com website and in selected Tommy Jeans stores worldwide. For a further, vivid immersion in the atmospheres and references that have inspired the creations for spring 2023, take a look at the social channels @TommyJeans, #TommyJeans and #TommyCollection, and digitally join the brand’s community, a unicum that brings together music, streetwear and culture, in the name of creativity.
Opening image: Tommy Collection Spring ’23 ad campaign (ph. courtesy of Tommy Hilfiger)
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