The American brand presents the Spring 2022 campaign with Tems, imma and BikeLifeRex.
Tommy Jeans is committed to creativity and curiosity with its new launch Play To Progress. The campaign invites us through play and experimentation to achieve our goals and generate positive changes in society. For this, Tommy Jeans has chosen three famous Futuremakers as references: the Nigerian singer and composer Tems, Asia’s first virtual model, imma, and the BMX rider BikeLifeRex.
Thefirst star of the campaign is singer, songwriter and producer Temilade Openiyi, better known as Tems (@temsbaby). She was nominated for a Grammy and learned to self-produce: “I was tired of waiting for help, so I taught myself what I needed to do to produce my own songs,” she says. Linked to the brand’s musical identity, the songwriter is a clear example of personal determination. With a sound all her own, mixing R&B, soul and African sounds, she provides the soundtrack to the campaign with her track “Vibe Out”.
Singer Tems for Tommy Jeans’ “Play To Progress” campaign. Poto: Bolande Banjo
The second part of the campaign is led by imma (@imma.gram), the first virtual and hyperrealist model from Asia. Aww Inc.’s avatar prompts us to question the boundaries between the real and the virtual. It opens up a myriad of new possibilities for fashion, advertising and social media. imma breaks down societal barriers such as ethnicity and gender and is changing the rules of online culture.
The virtual model imma for the Tommy Jeans “Play To Progress” campaign. Photographer Takako has been created by the virtual creation company Aww Inc.
It has been created by the virtual creation company Aww Inc.
The third and final part of Play To Progress brings us the “King of Philly” BikeLifeRex. The BMX rider is a staunch defender of street culture and supports local youth by promoting safe spaces to learn and have fun.
BMX rider BikeLifeRex for the Tommy Jeans “Play To Progress” campaign.
The three Futuremakers and protagonists of Play To Progress wear the Chicago reversible windbreaker. The colour block garment reflects the spirit of the campaign through Denim Progressed, a new sustainable and 100% recycled denim programme.
Images courtesy of Tommy Jeans.
