Tommy Hilfiger & British Designer Martine Rose Redefine 90s Americana In New Collaboration

Putting a new spin on both brands’ aesthetics, the 35-piece gender-inclusive collection is inspired by archival TOMMY HILFIGER icons from the 90s and updated through Martine Rose’s lens. A powerful play of colour and graphics on exaggerated proportions are seen throughout the collection, bringing a streetwear vibe with a touch of tongue-in-cheek irony. Key items include the varsity jacket, hoodie, puffer and robe-coat, and are remixed with pop details, over-dye finishes and Martine’s signature patterns.

“Collaborating with Martine has been inspiring and really pushed me creatively,” says Tommy Hilfiger. “I love it when a designer can come in and put their own touch on our archival pieces. The collection is elevated and unique, and really highlights how out-of-the-box and experimental Martine’s work is.” “I really enjoyed being able to explore American subculture and create a campaign that not only celebrates, but rightly spotlights marginalised communities,” says Martine Rose. “TOMMY HILFIGER has always been a brand that I’ve drawn inspiration from, so this partnership was such a natural and organic marriage.”

Shot in the suburbs of Miami, Florida by renowned photographer Buck Ellison, the campaign features diverse couples in classic domestic settings, aiming to redefine traditional 90’s Americana. Just as Martine’s chaps and jockstraps lighten and radicalise hero products, the culturally rich and powerful campaign provides a cheeky edge while representing the current, beautifully diverse spirit of modern America.

Martine Rose founded her eponymous menswear label in London in 2007 and has since grown into an internationally acclaimed brand while retaining her underground cult credentials. Her unique use of proportions, silhouettes and textures, as well as fluent referencing of subcultural contexts, continue to define her work and are highlighted across this capsule collection.

Shop the full collection over on tommy.com

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