Tommy Jeans The Impression

Tommy Jeans

Spring 2022 Ad Campaign

Tommy Jeans Spring 2022 Ad Campaign by with Creative Talent Tems, imma and BikeLifeRex

Tommy Hilfiger announced the new Tommy Jeans Spring 2022 “Play To Progress” brand campaign. Promoting a mindset of curiosity and creativity, Tommy Jeans explores new ways to inspire positive change through experimentation and play with creative talent Tems, imma and BikeLifeRex. 

Three Futuremakers from different corners of the world bring the “Play To Progress” mindset to life through music, internet and street culture. Directly connected to the brand’s roots in music heritage, Nigerian-born and Grammy-nominated singer, songwriter and producer Temilade Openiyi, better known as Tems (@temsbaby), leads the first chapter of the campaign. Her self-produced lyrics and afro-beats celebrate creative experimentation and harness the power of play. Director and photographer Bolade Banjo shoots Tems’s campaign alongside stylist Dunsin Wright and production company Pundersons Garden, while Tems’s “Vibe Out” from her most recent EP If Orange Was A Place is the campaign’s soundtrack. 

“Learning to find what your own stance is in life evolves your creativity. That’s freedom,” shares Tems, as she reflects on what “Play To Progress” means to her. “I was tired of waiting for help. So, I taught myself the production skills I needed to make a song. Only I have the power to change my fate.” 

In the second chapter of the campaign, Asia’s first CGI and hyper-realistic model by virtual human company Aww Inc., imma (@imma.gram) blurs the lines between the digital and physical world. Photographer Takako Noel shoots imma’s campaign with Director of Photography Ryosuke Sato and Visual Effects by Masanao Takeuchi. As her unique existence goes beyond the boundaries of real and virtual, imma creates endlessly new possibilities in fashion, the metaverse, commercials and social media, while she questions identity, gender and race with a delightful sense of playfulness. 

Lastly, “Play To Progress” chapter three showcases extreme tricks and experimentation from Philadelphia as BMX-er Rayshawn Isaiah Washington, or BikeLifeRex (@bikeliferex), inspires future generations to explore their community. As a strong advocate for kids and street culture, BikeLifeRex supports local youth with a safe space to learn and have fun through play with his action-packed bike crew. Photographer Jared Sherbert and Director Ben Fitzgerald create BikeLifeRex’s campaign alongside production company Pundersons Garden. 

Each talent in the campaign is wearing the Chicago reversible windbreaker, featuring the brand’s iconic bold color blocking. Alongside the campaign, Tommy Jeans simultaneously embraces the “Play To Progress” mindset with the introduction of Denim Progressed. The new denim program focuses on progression in style and sustainability with 100% recycled denim including hemp denim to save soil and circular denim, designed from the start to be made again. 

Tommy Jeans The Impression
Tommy Jeans The Impression
Tommy Jeans The Impression



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