Tommy Hilfiger, owned by PVH Corp, announced Thursday the release of «Play it Forward» in collaboration with Canadian singer-songwriter Shawn Mendes.

«Shawn is not only a multi-faceted musician, but he also represents a new generation of ‘Futuremakers’ who understand the need to take action,» said Tommy Hilfiger.

«By joining forces with Shawn to learn, share and innovate, we can build on what we have already accomplished and take our sustainability journey to the next level. While we recognize that we still have a long way to go, together we can raise more awareness to make a positive and lasting impact,» he insisted.

The collaboration will debut with Mendes as the face of the Summer 2022 international campaign, titled «Classics Reborn,» which launches May 16 and was shot by Craig McDean. In it we see Mendes wearing styles from the 1985 «Program» collection, with a more sustainable offering.

As part of the collaboration, Mendes will also wear more sustainable styles, custom-made by Tommy Hilfiger, during his upcoming «Wonder: The World Tour,» which Mendes has committed to making climate positive, reducing CO2 emissions by 50% per concert compared to his last world tour in 2019, and mitigating all remaining emissions through a combination of carbon elimination projects.

In line with this commitment, Tommy Hilfiger has donated $1 million to mitigate and offset the environmental impact of the tour.

Finally, the collaboration will culminate in a capsule collection designed by the artist, which will launch in spring 2023 and focus on sustainable essentials. Mendes already attended dressed in Tommy Hilfiger at the 2022 Met Gala.

«I’ve always been inspired by Tommy and the iconic brand he built, and I’m excited to share our journey with my fans,» Mendes stated.

«Everyone has a role to play in creating a more sustainable future and I’m inspired to see what we can achieve. I’m looking forward to us 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,» he added.

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