Tommy Jeans recently dropped their latest SS21 collection—and if we had to choose one word to describe it, it’d be vibrant. The collection features the TJ iconic logo and an additional capsule features a pastel colorway that includes a ‘Romantic Pink’ and ‘Powdery Blue’, with even the iconic Tommy Jeans logo getting its own pastel makeover.
To aptly celebrate the release of the collection, the label tapped some of the region’s most eclectic faces, bringing together a vibrant group of newcomers spearheading the Arab world’s most innovative sounds. Ranging from hip-hop to jazz, they’re the ones bound to expand the region’s musical repertoire. The campaign features artists Santo, Adham and Sonia, each with a unique sound of their own.
Santo, a Dubai-based artist hailing from Algeria, is making a name for himself with his inventive sound. But while he continues to hone his unique voice and pave the way for a different kind of hip-hop in the region; Santo insists that community is everything. “Community represents where you come from, your background, your story, what you’re trying to tell this world,” he tells us. For him, community is what pushes creativity forward—which prompted another question: why is it important to innovate? “Innovation is just another word for artistry,” he explains. “At the end of the day, I’m just trying to create something that I see, I manifest, or that I feel.”
Like Santo, Bahraini-Saudi singer Sonia who “loves the thrill of making music,” as she puts it, has a personal approach to building her sound. “I’ve learned through putting myself out there on the internet that I’m not going to be everyone’s cup of tea,” she says. “I like to do things my own way,” she continues. And her authenticity is arguably exactly why she’s in the midst of Tommy Jeans’ campaign: a testament to the forces pushing the region forward. “I’m excited for what’s to come and I know the region has so many talents and musicians and this is our time to shine. The future is bright for all of us,” she says.
For Egyptian rapper Adham, where the region’s music scene stands now couldn’t have happened without those who preceded him. “Respect to the OGs,” he says. “If the OGs didn’t take their shots and try what they tried, our generation wouldn’t be at where it’s at right now.”
“I have a couple of OGs in my life, and they’ve been blessing me with advice, and they’ve been blessing me with sharing knowledge which helped me very much,” he continues.
It’s what defined Adham’s musical style. The OGs defined his sense of fashion too. “We got our sense of fashion from hip-hop music videos,” he explains. “We had to be creative, and tried to look good with the little resources we had.
Direction and Photography by Ämr Ezzeldinn