Reviving the spirit of a global fashion icon
Since the 90s, Tommy Jeans has been a fashion and hip-hop icon. But, huge growth in the mass market meant Tommy lost some of its ‘cool’. Its only recognisable asset, the logo, no longer stood for anything. Tommy Jeans’ challenge was how to reclaim and develop its attitude for a digital, social led audience: appealing to edgy, young creatives, without alienating mid-30s businessmen.
Tommy’s main inspiration has always been ‘Americana’, but this needed to be updated for the modern, global consumer. We combined Tommy’s history with today’s current climate, defining an optimistic, modern Americana that resonates with Gen Z. Instead of picket fences and pep rallies, Tommy is about dreaming big no matter where you come from and celebrating diverse creativity from around the globe.
We refreshed Tommy’s visual identity, evolving iconic elements of the existing brand, and combining them with new typography, art direction, tone of voice and motion to bring the brand into the digital world. We also updated Tommy’s photography style, replacing images of high-school football fields with interesting urban locations around the world.
Tommy had a hugely varied audience, from ‘smart-casual corporates’ to ‘TikTok teens’. So, we introduced a strategic framework and content plan that meant the brand’s content and style could flex for each group, depending on the channel and how they interacted with the brand.
Taking a fresh approach to ‘Americana’ and building a cohesive social framework to suit a diverse audience, we gave Tommy Jeans an exciting digitally-led brand. One that reclaimed its place in the fashion and music world once and for all.