GloRilla Stars In Tommy Jeans, Aries Ad Campaign
TOMMY JEANS, ARIES JUST RELEASED AN AD CAMPAIGN, STARRING AMERICAN RAPPER GLORILLA TO CELEBRATE THEIR NEW COLLECTION.
UNITED KINGDOM — London-based luxury streetwear brand Aries has teamed up with iconic American brand Tommy Hilfiger on a Tommy Jeans collection reimagining all of the American brand’s archival pieces in 35 pieces.
Rapper GloRilla is giving that 90s Aaliyah vibe as she posed it up in different looks from the collection.
“Everyone these days has a lot of collaboration[s]. For me, it’s always important that a collaboration feels authentic and that I’m actually bringing something to the other brand and it’s not just about logos. You can’t piggyback on someone else’s product,” Sofia Prantera, founder and creative director of Aries, said to WWD.
The project first started two years ago, when Tommy Hilfiger‘s chief design officer Lee Holman, was discussing who to work with with Prantera, who at the time was not initially in the running, but has built a brand that’s prolific in the zeitgeisty collaboration department.
Aries is known to work with other brands and has previously worked with New Balance, Juicy Couture, Retrosuperfuture and Fila on collections.
“Tommy Jeans is always talking about the clash of different design codes to create a new design aesthetic. If it’s surf with punk or prep with surplus. Sofia really embraces this clash through her own brand of Aries. I really love how she can take her own brand marks and have a fun clash of colors, or a body-con dress made from underwear waistbands,” explained Holman about why the partnership was a no-brainer for him.
The collection is loaded with Tommy Hilfiger and Aries logos plastered onto denim jackets, dresses, jeans and dungarees. It’s a clear homage to the Tommy Hilfiger muses of the ‘90s, such as Aaliyah, Destiny’s Child, Gwen Stefani and TLC, with elements of ripped T-shirts from the ‘70s and ‘90s denim.
When Prantera and Holman came to sit down for the collection, they dove straight into the archives rather than sketching a plan. They played with the sprayed beach slides and cut up T-shirts to restitch them in new proportions.
The collection uses deadstock fabric, leftover stock and vintage Tommy Hilfiger pieces which Prantera’s studio quilted together for the collection.
Prantera grew up with the rise of the Tommy Hilfiger brand in the ‘90s, along with the likes of Calvin Klein and Ralph Lauren.
“It was time that someone stood up for Tommy because they’ve been doing this for a long time. It was such a subcultural brand at the time which we now see as a huge company, but it was born from DIY subcultures,” she said.
The collection will be available to shop Friday at select Tommy Jeans stores and at the Aries store in London.
Photos Credit: Courtesy of Tommy Hilfiger
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Donovan is the CEO and Editor-In-Chief of www.dmfashionbook.com. For all general inquiries please email email@example.com Donovan has a BA in Journalism & Media Studies from the prestigious Rutgers University. He's currently studying entertainment and fashion law.