Missed the 90s? Tommy Jeans’ new collection is an antidote to nostalgia

It’s been almost three decades since Aaliyah brought Tommy Hilfiger denim to the masses. Sporting a branded bandeau, matching boxers, and those iconic oversized tricolour pants, the late singer’s Tommy Jeans ad went viral before going viral was even a thing, spearheading a movement in which the label became a staple among 90s R&B and hip-hop artists.

27 years later, the hip-hop influence which made Tommy Jeans what it is today still remains at the core of the label’s brand codes. For its latest collection Denim Progressed, Tommy Jeans is continuing to build on its history of creating progressive denim that is destined to become must-haves on the street.

Featuring 45 brand new pieces, the collection’s key looks include the oversized Aiden jeans for men and the Daisy cut jean for women – which features the iconic 90s low-waist, wide-leg cut, and are pretty similar to those Aaliyah famously wore.

Elsewhere, key and classic silhouettes, such as the oversized bomber, denim mini, and straight-leg jeans, are revived with new contemporary swirl detailing. Alongside the denim pieces, statement Chicago windbreakers, shorts, and tees finish off the rest of the line-up.

To celebrate the collection, Tommy Jeans enlisted Amsterdam-based photographer Nick van Tiem to bring the pieces to life in its natural habitat and the epicentre of hip-hop culture, New York City. Shot in several locations including skate parks, basketball courts, laundromats, apartment complexes, and convenience stores throughout its streets, the campaign evokes a sense of 90s nostalgia.