Tommy Hilfiger and Vevo, the world’s leading music network, announce the Fall 2021 TOMMY JEANS “Less Buzz, More Music” campaign, inviting audiences to escape the buzz of today’s hyper-connected world – from the news to social media – through the power of music. The campaign builds on Tommy Hilfiger’s lifelong passion for music, with brand partnerships continuing to celebrate this influence since the 90s. Inspired by this heritage, the campaign brings together edgy streetwear style with bold music content by Vevo.
The campaign spotlights artists Ray Blk and Big Zuu through live video performances created for Vevo’s original content series, ROUNDS. Born Rita Ekwere in Nigeria, Ray Blk is a 26-year-old UK-based artist who doesn’t shy away from difficult topics that range from domestic violence to personal obstacles in the industry as a Black woman. Londoner and grime rap artist Big Zuu, full name Zuhair Hussain, delivers Afrobeats with passion while always speaking his truth and motivating his audience to do the same. Highlighting the ever-growing hip-hop, rap and R&B scene in Europe, ROUNDS is a series of live performances by emerging and established musicians, using a 360-degree portraiture effect. To maximize impact, the “Less Buzz, More Music” campaign will be amplified through genre-targeted rotational content, served on Vevo’s vast Connected TV (CTV) network.
The Fall 2021 TOMMY JEANS campaign brings ‘outwear out loud’ by reimagining street-inspired style, while staying true to the culture it emerged from. The “Less Buzz, More Music” campaign highlights items that speak to the personal style of the musicians: sustainable puffers and jackets finished in color-popping shades and statement silhouettes that give an irreverent twist. Featuring 100% recycled denim to reduce waste, water and energy consumption, the collection’s outerwear pieces are produced using 100% organic cotton and recycled shell fabric.
The “Less Buzz, More Music” campaign launched with an intimate 50-person event on August 17th, with London’s most exciting and diverse artists coming together to celebrate the importance of cross-cultural exchanges in music. Consisting of a discussion panel and live performances, the event invited audiences to join the conversation of culture and inclusivity in the music industry while showcasing the newest TOMMY JEANS collection. Rewatch the discussion panel and performances via the links provided.
The collection is now available on tommy.com, at select TOMMY HILFIGER and TOMMY JEANS stores worldwide, and through select wholesale partners.
We encourage you to follow @TommyJeans to join the growing TOMMY JEANS community. In line with their music-inspired heritage, the @TommyJeans Instagram account delivers 24/7 experimental content and pushes the boundaries as a destination for fashion authenticity, self-expression and exchange. Join the conversation on social media using #TommyJeans.