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:
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