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.
ETHAN STRAIGHT SWIRL LASERED DENIM JEANS
Complete with a psychedelia-inspired swirl laser pattern, these straight-leg jeans are a new take on a classic silhouette
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.
OVERSIZED SLEEVELESS DENIM JACKET
Make a statement in this recycled denim jacket, featuring oversized proportions, flap pockets, and a retro sleeveless design
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.
SHINY QUILTED BOMBER JACKET
This retro bomber jacket combines a head-turning shiny finish with bold, baseball-inspired branding