A renovated proposal that aimed to overshadow its previous collab
As soon as 2022 just started, Tommy Hilfiger presented a new collection, the second collaborative one with AAPE by A Bathing Ape. The two brands joined forces on 2020, inspired on hip hop culture and street style essences from the 90’s. A fusion between brands that was very applauded especially due to their differences. Two years later, this time both creative teams gathered again giving the same speech but with a renovated, fresh and modern perspective.
Having in mind it was meant for winter season, the collection included outerwear such as down jackets, parkas, hoddies and reversible camo vest for the upper part and denim overalls, wide leg jeans and track pants for the lower; all in oversize codes.
“Served with” collectible skateboards, the capsule was also separated into two sub-themes. The first one, TOMMY X AAPE CAMO, clashing Tommy’s flag and plaid imagery with AAPE’s iconic camo, across winter essentials and second one, TOMMY X AAPE PLAID on a more classic and neater image, resembling preppy style but with urban essences always ahead. In general terms, AAPE’s famous camo print was reinvented in shades of red, white and blue from Tommy’s logo in a campaign that played with New York City and some of its most iconic skater location such as Lower East Side in Manhattan or Brighton Beach in Brooklyn for its background to roundly make it clear skater culture and urban life from “The Big Apple” were the main theme.
Not surprisingly, this capsule line was sold out before January ended. Meaning it took less than a month to be out of stock. Impressive, isn’t it? Their results prove that when collaborations between brands seems good, then it’s bound to happen again, achieving the impossible.
Inés Merino
