Tommy Hilfiger and Vevo, the world’s leading music network, present the Fall 2021 TOMMY JEANS campaign, called “Less Buzz, More Music”, that bets on the power of music to escape the constant noise that our hyperconnected news subjects us to from the news or social networks.
The campaign takes as its starting point Tommy Hilfiger’s passion for music and the collaborations that he has developed since the 1990s. Inspired by this legacy, the campaign injects the most avant-garde street style into Vevo’s most powerful musical content. The campaign features live performances by artists Ray Blk and Big Zuu, created for ROUNDS, Vevo’s original content series.
Ray Blk, born in Nigeria with the name Rita Ekwere, is a 26-year-old artist based in the United Kingdom, who does not shy away from difficult topics, be it about domestic violence or the personal obstacles she has encountered as a black woman in the industry. London-based rap grime artist Big Zuu, full name Zuhair Hussain, goes for Afro-beats to tell the truth about himself and motivate his audience to do the same.
Giving visibility to the growing hip-hop, rap and R&B scene in Europe, ROUNDS is a series of live performances by emerging and established musicians, recorded in 360º portrait videos. To maximize its impact, the “Less Buzz, More Music” campaign will be amplified through content segmented by musical style across Vevo’s extensive Connected TV (CTV) network.
The TOMMY JEANS Fall 2021 campaign is committed to coats and jackets reimagining the most urban models, but being faithful to the culture from which it emerged. The campaign features the garments these artists identify with the most: sustainable puffer jackets and coats with bold color finishes and silhouettes with an irreverent twist. These garments are made from 100% recycled denim to reduce waste, water and energy consumption, and are made with 100% organic cotton and recycled fabrics.
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