GRAMMY-nominated global sensation, Tems kicked off her first 2022 brand collaboration this month, teaming up with Tommy Hilfiger’s denim label – Tommy Jeans, to launch their official Spring campaign.
Following in the hot footsteps of Wizkid’s partnership for Tommy Hilfiger’s Fall collection, the multi-talented singer-producer led the first chapter of the Tommy Jeans Spring 2022 “Play To Progress” campaign.
With the aim of promoting a mindset of curiosity, creativity and exploring new ways to inspire positive change through experimentation and play, Tems was selected as one of three Futuremakers representing roots in music heritage. Through her powerful self-produced lyrics and enticing afrobeat melodies, Tems champions creative experimentation, harnessing the power of play:
“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.”
The campaign film was also soundtracked by Tems and launched globally across Tommy stores, brand channels and retail partner sites.
Check it out here and keep your eyes peeled for further editorial features to follow.