In a year of big sports events and one in which 1990s fashion is a key trend, it’s unsurprising that PVH’s Tommy Hilfiger has unveiled the Tommy Jeans International Games collection and campaign.
They “boldly reimagine its sporting and collegiate roots” and serve as a “contemporary reinterpretation of the ‘International Games’ capsule that celebrated global sport coming to Atlanta, via the Olympic Games, in 1996”.
“The sporting calendar sets the cultural pulse for the year – and 2024’s shaping up to be amazing,” said Tommy Hilfiger. “We’re building on our legacy of working with pioneers in sport and reimagining timeless American icons through an archival lens.”
It’s also no surprise that the campaign features a cast of “next-generation athletic icons” such as All-Pro NFL wide receiver Stefon Diggs; “standout” college basketball guard Deja Kelly; star of the all-Japan skateboarding association Aori Nishimura; and Formula 1 driver and current member of Mercedes-AMG Petronas F1 Team Mick Schumacher.
They were photographed by Juanita Richards while “enjoying downtime in an American collegiate setting bringing their optimistic perspective to Classic American Cool”.
The collection itself is a 41-piece offer of men’s, women’s and gender-inclusive “modernised classics” such as colour-blocked shorts, warm-up jackets and running singlets. They carry the 1985 badge, referencing the year the company was founded.
The palette features the label’s signature red, white and blue with yellow, black and green “from the union of continents in the sporting world”. Highlights include “an iconic rugby with shoulders and arms striped in the collection’s palette”; an archive varsity jacket in cord; and a modernised Chicago sailing jacket “inspired by the layout of a vintage regatta windbreaker”.
Meanwhile, echoing classic basketball jerseys, a men’s mesh top is emblazoned with TOMMY 85.
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