This collaboration between Mendes and the brand includes a steamy photoshoot captured by Craig McDean. In the photos, the Canadian singer-songwriter is sporting pieces from Tommy Hilfiger’s recently introduced, Summer 2022 “Classics Reborn” global campaign. Mendes was chosen to model the 1985 Program collection.
“Shawn’s not only a multitalented musician — he also represents a new generation of Future Makers who understand the need for action,” Tommy Hilfiger stated in a press release. “By joining forces with Shawn to learn, share and innovate, we can build upon what we’ve already achieved and take our sustainability journey to the next level.”
“I look forward to learning from each other, exploring how creative reimagination can have a positive effect on the fashion industry, and sharing what living more sustainably means to me,” Mendes added.
The promotional video for the “Classics Reborn” campaign includes a patriotic performance from Mendes as he covers the classic Springsteen’s 1984 hit, “Dancing in the Dark.”
Throughout the video, Mendes gracefully runs through a field shirtless, jams out on his guitar and embraces the true essence of Springsteen’s Born in the U.S.A. album track, all while sporting the brands iconic short sleeve polo shirts and underwear. To top things off, he even replicates the signature album cover photo with his white top, blue jeans and red, white, and blue bandana hanging out of his back pocket.
“I get up in the evenin’ / And I ain’t got nothin’ to say / I come home in the mornin’ / I go to bed feelin’ the same way / I ain’t nothin’ but tired / Man, I’m just tired and bored with myself / Hey there, baby, I could use just a little help,” Mendes sings in the commercial.
This partnership runs beyond just the commercial and photoshoot. The “Treat You Better” singer was seen wearing Hilfiger for his “upcycled” Met Gala look earlier this month and he will take the brand on the road with him for his upcoming Wonder: The World Tour. In order to further show their effort to make shopping more sustainable, Hilfiger has pledged to donate $1 million to “offset the environmental impact of the tour,” while Mendes does his part by wearing sustainable, custom-made Tommy Hilfiger pieces for his shows. His on-stage clothes will be organic and transitional cotton, as well as recycled materials and upcycled designs.
“Feeling very proud to work together & reimagine Tommy’s classic styles more sustainably,” the singer wrote on Instagram.
Mendes has taken on the initiative to create a “fully climate positive tour” in hopes of taking even a small step forward in making touring greener. He took to social media to announce that his tour has already seen progress from the last one. With the plans they have put in place, this tour will have reduced their environmental footprint and carbon emissions by 50%.
“I’ve always been inspired by Tommy and the iconic brand he built, and I’m excited to share our journey together with my fans,” Mendes shared in a press release. “Everyone has a role to play in creating a more sustainable future and I’m inspired to see what we can achieve.”
The tour will begin June 26 in Portland, OR with special guest, Dermont Kennedy.