Tommy Jeans announces collab with London luxury streetwear brand Aries

Tommy Hilfiger is pleased to announce its newest collab with London-based luxury streetwear brand Aries. The collection focuses on exploring the silhouettes and proportionality of the pieces, which bring technical craftsmanship into their details to reimagine classic Tommy codes.

The collection Tommy x Arieshas 35 pieces that include menswear, womenswear and footwear, is inspired by the archives of tommy jeans and updated through the lens of Aries. A powerful twist that plays with exaggerated proportions over layering and denim is seen throughout the collection, bringing an Aries luxury streetwear vibe to Tommy’s signature modern preppy. Key items include the jacquard ribbon logo dress and black trucker jacket, a 5-pocket pants and indigo denim jacket with an oversize fit, and baggy jeans with a colorful screen-printed print.

Supporting the sustainability pillar of Tommy Hifiger — “Waste Nothing and Welcome All” a selection of pieces from the collection is part of the Tommy x Aries: Remade, items handcrafted by Aries and derived from existing pieces — post-use discards or textile waste. Girly items include a corset made with the Tommy flag and upcycled denim, vintage cropped tees, harnesses made from jacquard ribbons, and an asymmetrical jersey dress made from 3 tees. For men, the items feature the Tommy flag and graffiti emblems spread across vintage t-shirts and hoodies.

Delivering maximum impact, the campaign’s approach places emphasis on the design and construction of individual styles — leveraging a real, raw, disruptive and engaging aesthetic. The creative red thread of “hacking” appears through the art direction of each individual image, utilizing patches, tape and artwork — in essence, the individual components of each product, contributing to the overall narrative.

Photographer Angelo Pennetta brings his unique eye to the collab and carefully builds the campaign to create an impressive portfolio of images. Her lookbook features GRAMMY-nominated rapper GloRilla, grime artist Novelist and the Aries 5EB family, Brian Tshabola, Haajar Djouada, Kasper Kapica, Kirbs, Nathan Rosen and Xiao Wang.

A film by Aries Founder and Creative Director Sofia Prantera will be released to complement the campaign featuring an instrumental version of “Unh Unh” by GloRilla with special verses by Novelist, Kirbs and 5EB, while the film flows smoothly with bold visuals that showcase moments from TOMMY JEANS’ history in the hip-hop scene.

The campaign will be launched in London, with media activations that will be subverted and “hacked” with licks and markings on the streets can be scanned with a cell phone, directing the public to the nearest store. Once in stores, the public will be able to experience the collection in augmented reality activations. The new Aries flagship in London will host the launch with an event that will bring together the creative casting.

Aries is a genderless luxury streetwear brand made in Italy and created in London. Founded by Sofia Prantera, Aries was born out of an ongoing love for “trash culture”, outsider art, graphics and illustration. The brand reflects Sofia Saint Martin’s background as well as its forensic approach to garment construction, dyeing and printing. Its cultural output takes the form of self-published books, international art shows, exhibitions, experiences and collaborations ranging from the cult and collectible to the esoteric.

In Brazil, the collection arrives exclusively and with limited pieces on e-commerce

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Featured Photo: Playback