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Tommy Jeans releases phygital drop with the help of virtual influencer
The recognizable 90s aesthetic is presented with the help of virtual influencer imma, among others.
By ERIK SEDIN
9 Feb 2022

Parallel to Tommy Hilfiger’s regular preppy clothes, the American brand’s streetwear sister brand Tommy Jeans has had a stronghold on street culture since the early 90s. The bold colour blocks of yellow, red, and blue is a style foundation that Tommy Jeans has built their foundation on, and 30 years later the brand’s ”if it ain’t broke” mentality is still shining strong.

This is also very much the case in the Play To Progress campaign that was released last week. The brand has reached out to contemporary talents Rayshawn Isaiah Washington, Philadelphia-based BMX rider, Temilade ”Tems” Openiyi, Nigerian singer, songwriter, and producer, as well as imma, Asia’s first CGI and hyper-realistic model influencer.

The latter is perhaps the most intriguing one, with Tommy Jeans tapping into internet and digital culture to further expand its streetwear reach. Digital culture tends to spill over to physical culture and vice versa, with street culture and gaming as recurring trend.

Virtual influencers can turn traditional notions of identity, gender, and race on their heads. Tiktok superstars Janky and Guggimon have helped the likes of Gucci, Fortnite, and Christies to launch now campaigns thanks to their mysterious and up-for-interpretation characteristics.

All three ”futuremakers”, as Tommy Jeans calls the three talents, are wearing the reversible windbreaker from the drop, that also debuts a Denim Progressed line. The initiative wants to highlight the brand’s new 100% recyclable denim pieces made from hemp.

The drop also includes rugby shirts, tie-dye hoodies, crop tops, and cargo shorts — in case there were any doubts on what decade Tommy Jeans gets its inspiration from.