Following the exploration of Lagos, Nigeria with campaign star Tems, Tommy Hilfiger’s heritage streetwear sub-label Tommy Jeans is gearing up to launch its forthcoming FW22 “Tommy Collection”. Boasting a nostalgic feel, the range is inspired by the aesthetic intersection of ‘90s prep, skate and hip-hop, as well as a new platform designed to spotlight subcultural movements from around the world.
For this part of the global campaign, the brand travels to its roots in New York for an insightful journey with the city’s art curators LAAMS. Situated on the Lower East Side, the collective merges the best of the creative world from art and photography to fashion and music.
As Tommy Jeans’ most elevated streetwear offering to date, the “Tommy Collection” includes a selection of sportswear staples and the return of the brand’s classics updated with progressive fabrics. The LAAMS community styles themselves in some of the range’s key items including 100% recycled denim and the collection’s stand-out piece — a new take on its Alaska puffer jacket — revamped in an oversized fit with detachable sleeves and monogram print.
Arriving in a relaxed-fit knitwear sweater from the new collection, graffiti artist Chucky is well-embedded into LAAMS. For him, the unique aspect of his creative art form is what makes the collective a special and inclusive place to be, saying, “It’s important that everybody brings something different to the table ‘cos that’s what makes us unique.”
Uzumaki’s use of atypical materials on canvas such as faux fur, separates her contemporary art style from the rest. An advocate for racial, gender and LGBTQIA+ equality, Uzumaki praises the openness of her local community. “The Lower East Side is a community that’s really accepting of whatever you do,” she says of her hometown. Wearing a cropped top from the “Tommy Collection” in her studio, she creates an exclusive art piece for the campaign.
In the classic burgundy rugby polo, Stevie’s larger-than-life canvases are an ode to the influences around him. LAAMS, for him, is a place for artists to be themselves and provides a platform for them to showcase their work to the masses. Speaking on the collective he says, “One thing that’s important to us is giving artists the space they need, and the support they need to pursue their creative vision.”
Where Joe Ro, a prolific photographer from NYC, sees life through a camera lens, he too takes time to sit back and view life holistically. “Everything that we are and represent, is what we’re inspired by. You’ve gotta understand the past to see what the future looks like,” speaking on LAAMS’ approach to creativity. Sporting the new season wool burgundy jacket, the piece takes inherently streetwear branding to the next level to feature a tonal “TOMMY” on the rear and the label’s iconic flag on the arm. Whilst musician, Remi Lewis puts this drop’s highlight Alaska puffer jacket to the test as she sorts through her self-styled pieces before heading over to shoot at the store.
For LAAMS’ founder, Scott Selvin, the collective’s evergrowing success wouldn’t be where it is today without the assembly of a tight-knit team of talented individuals. “It’s been a long time coming, but building this team has been an unforgettable experience,” he says. “This is only the beginning.” Wearing the classic blue and white color-block shirt, Selvin is a testament of the rewards that come from perseverance. “Looking toward the future, we just want to build on this foundation we’ve set. We’ll always stay true to ourselves and remember why we did this in the first place.”
Check out the latest campaign visuals in the galleries above. The “Tommy Collection” by Tommy Jeans is available to purchase now from the brand’s website.
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