Tommy Hilfiger and Awake NY Join Forces for a Nostalgic Journey
by Adriano Batista
Tommy Hilfiger presents its Tommy x Awake NY collection, a beautiful blend of heritage and contemporary style that pays homage to the ’90s “back to school” era in the world of hip-hop.
High school style has always been an integral part of American youth culture, as described by Tommy Hilfiger himself. Pop culture has shaped the fashion of each generation for decades, and with this collection, they breathe fresh life into classics from their archives while honoring the ’90s students and their unmistakable hip-hop-inspired style.
The campaign shot by Shaniqwa Jarvis is a nostalgic tribute to the back-to-school style and attention to detail, resulting in the perfect look for the first day of high school, a rite of passage for teenagers. The visuals feature five New York high school students captured on the city’s streets, where both brands were founded.
The Tommy x Awake NY capsule collection boasts 17 pieces inspired by TOMMY HILFIGER’s archives and the ’90s style. The personality of New York City shines through the reversible Alaska jacket featuring the city’s print, filled with recycled materials. An archival dress is reinvented as a bold and feminine garment in this genderless collaboration. The DNA of both brands converges in the Awake NY daisy print on a fleece and the iconic Tommy Flag shirt with the collaboration’s logo in red, white, and blue.
This marks the second Tommy x Awake NY collection, fusing Angelo Baque’s street style with TOMMY HILFIGER’s preppy aesthetics. The collection is available at TOMMY JEANS stores, selected multi-brand retailers, and tommy.com.
Check out the collection below:
Palace x Carhartt WIP
SANGUE NOVO is on the Menu of MODALISBOA’s “À LA CARTE” Edition
For its Fall/Winter 2025 campaign, AMIRI turns its focus to a new brand ambassador: world champion boxer Saúl “Canelo” Álvarez.
LAZOSCHMIDL has released its eighteenth fanzine, a limited-edition publication that extends the story of its Spring/Summer 2026 collection.
SOREL is launching an exclusive collaboration with Aries, the cult London-based luxury streetwear label.
Carhartt WIP’s Fall 2025 campaign feels like a quiet shift. It’s not about grand statements or dramatic scenes. Instead, it turns its attention to the spaces in between: the small, ordinary moments that make up a day.
DSQUARED2 unveils its Fall/Winter 2025 campaign, featuring Irina Shayk or Victor Perez, and shot by Mert Alas and Marcus Piggot.
Handmade by Loewe’s artisans in their Barcelona studio, each piece is individual.
BEYOND RETRO launches the Pennate Bag, a tote made to be used for years, constructed entirely from pre-loved textiles.
Italian designer Giorgio Armani passes away at the age of 91, leaving an irreplaceable void in the fashion industry.
For Burberry’s Winter 2025 campaign, creative director Daniel Lee does something simple and smart: he brings the clothes back home.
CAMPERLAB has turned its attention back to one of its own icons. For Fall/Winter 2025, the brand presents a new interpretation of its Eki boat shoe.
Levi’s has a long history with denim. The new Blue Tab™ collection continues this story, focusing on a specific and respected source: Japanese denim.
The Irrepressibles return with Yo Homo Deluxe, an expansion that digs deeper into the emotional scope, punk edge, and eroticism of their fourth studio album.
Courrèges partners with artist Dan Colen and the Sky High Farm Biennial to present a campaign that shows no clothing.
Japanese designer Soshi Otsuki, the creative force behind Soshiotsuki, scooped up the LVMH Prize 2025, one of the industry’s most powerful springboards for fresh talent.
Saint Laurent Rive Droite is presenting a selection of photographs by D.M. Terblanche, curated by Anthony Vaccarello.
For its Fall/Winter 2025 campaign, Ludovic de Saint Sernin moves the action to the boardroom.
Iván Volkov and Guido Bravo photographed and styled by Carlos Venegas, in exclusive for Fucking Young! Online.
For Fall 2025, Ami introduces Portraits d’Ami, a campaign that explores the soul of Paris through intimate, human-centered storytelling.
Always eager to push denim to new heights, G-STAR has teamed up with fine taxidermy artists Darwin, Sinke & van Tongeren.
The debut collection, Season One: At First Light, was unveiled among friends, fam, and fans at the Hotel Pozzo di Borgo, a historic residence Karl Lagerfeld lived at, just before one of his sold-out concerts in the Paris.
The NRW-Forum Düsseldorf is opening a direct conversation. Its exhibition, SEX NOW, invites visitors to explore the complex role sex plays in our lives.
For the Kenzo Fall/Winter 2025 campaign, Artistic Director Nigo brings the city of New York into the conversation.
Martin Margiela’s belief, “I believe in blurring the lines between art and fashion,” is not just a quote for the Maison. It is a working principle.
Black Orchid Reserve brings together the original Black Orchid with the essence of a midnight-blooming Ghost Orchid.
YSL Beauty introduces Myslf L’Absolu as more than a new fragrance. It is presented as an elevation of feeling.
Drowning in all the new music releases? We’ve got you covered. Dive into our handpicked selection of this week’s standout tracks, from rising stars to iconic artists. Your perfect weekly soundtrack starts here!
PUMA and Colm Dillane of KidSuper are back with a new collection.
As Wax London approaches its tenth year, it is taking a moment to look back with its new Fall/Winter 2025 collection, called “Rewind and Reclaim.”
Fashion often lives in expected places. On runways, in glossy editorials. MANC’s new monogram tote collection chooses a different setting.
For its Fall/Winter 2025 collection, Alpha Industries makes a deliberate return to the starting point. This is a reset. A return to base.
