T ommy Hilfiger , which is owned by PVH Corp. [NYSE: PVH], announces the launch of the Tommy x Awake NY collection and campaign. The capsule honors the back-to-school uniform of the ‘90s hip-hop era with a range of TOMMY HILFIGER legacy pieces clashed with Awake NY’s contemporary spirit.
“High school style is a cornerstone of American youth culture,” says Tommy Hilfiger, “Over the decades pop culture has defined the looks of each generation. With this collection we pay tribute to the students of the ‘90s who fused fashion with a hip-hop spirit, as we bring a fresh twist to archival classics.”
The campaign is a nostalgic celebration of back-to-school style and the attention to detail of putting together the perfect first-day look – a quintessential ritual of high school students. Spotlighting the heritage and birthplace of both brands, five New York high school students are captured on the streets of NYC. The campaign is brought to life through the photography of Shaniqwa Jarvis and videography of Raj Debah with casting by Gitoo Thoo.
“As a New York City high school kid, your fit is everything”, says Angelo Baque. “When I was in high school wearing anything Tommy validated who you were – it gave you a sense of confidence. Through each piece in this collection, we wanted to channel that energy and sense of belonging.”
The 17-piece Tommy x Awake NY capsule is inspired by the TOMMY HILFIGER archive and ‘90s style. The bold attitude of New York City is celebrated through the reversible Alaska puffer jacket with recycled filling featuring a print of the city. An archival dress is re-imagined into a bold and femme piece amongst this predominantly genderless collaboration. The DNA of the two brands come together with the Awake NY daisy print on a cozy fleece and the iconic Tommy flag shirt featuring the collaborative logo in red, white and blue.
Marking a continued collaboration with Awake NY, the collection is the second release fusing Angelo Baque’s street style with TOMMY HILFIGER’s signature prep aesthetic in 2023. The capsule follows Tommy x Mercedes-AMG F1 x Awake NY launched at the Miami Grand Prix on May 4th, a range of motorsport- inspired lifestyle icons that strengthened the bonds between racing and fashion.
