LONDON — It’s Aries season. 

The London-based luxury streetwear brand Aries has collaborated with Tommy Hilfiger on a Tommy Jeans collection reimagining all the American brand’s archival pieces in 35 pieces.

“Everyone today has loads of collaboration[s]. For me, it’s at all times necessary that a collaboration feels authentic and that I’m actually bringing something to the opposite brand and it’s not nearly logos. You possibly can’t piggyback on another person’s product,” Sofia Prantera, founder and artistic director of Aries, told WWD.

The project began two years ago, when Lee Holman, chief design officer at Tommy Hilfiger was discussing who to work with with Prantera, who was not initially within the running, but has built a brand that’s prolific within the zeitgeisty collaboration department.

Aries has previously worked with Recent Balance, Juicy Couture, Retrosuperfuture and Fila on collections.

“Tommy Jeans is at all times talking in regards to the clash of various design codes to create a recent design aesthetic. If it’s surf with punk or prep with surplus. Sofia really embraces this clash through her own brand of Aries. I actually love how she will be able to take her own brand marks and have a fun clash of colours, or a body-con dress comprised of underwear waistbands,” explained Holman about why the partnership was a no brainer for him.

The gathering is loaded with Tommy Hilfiger and Aries logos plastered onto denim jackets, dresses, jeans and dungarees. It’s a transparent homage to the Tommy Hilfiger muses of the ‘90s, similar to Aaliyah, Destiny’s Child, Gwen Stefani and TLC, with elements of ripped T-shirts from the ‘70s and ‘90s denim.

When Prantera and Holman got here to sit down down for the gathering, they dove straight into the archives quite than sketching a plan. They played with the sprayed beach slides and cut up T-shirts to restitch them in recent proportions.

The gathering uses deadstock fabric, leftover stock and vintage Tommy Hilfiger pieces which Prantera’s studio quilted together for the gathering.

Prantera grew up with the rise of the Tommy Hilfiger brand within the ‘90s, together with the likes of Calvin Klein and Ralph Lauren. 

“It was time that somebody stood up for Tommy because they’ve been doing this for a very long time. It was such a subcultural brand on the time which we now see as an enormous company, but it surely was born from DIY subcultures,” she said.

Aries speaks to the Gen Z population. In season two of HBO’s “The White Lotus,” Portia (played by Haley Lu Richardson) wears a tie-dye sweatshirt from the streetwear brand printed with the phrase “No Problemo.”

“Perhaps she [Portia] would wear the trainers. They were based on an old Tommy trainer. I saw it and I used to be like, ‘Oh my god, I lived through that point of skateboarding.’ I believe it’s probably probably the most groundbreaking thing there’s in the gathering since it’s got that real sort of nasty Noughties trainer look,” said Prantera of the red clunky footwear in the gathering. 

The gathering will likely be available to buy Friday at select Tommy Jeans stores and on the Aries store in London. Tommy Hilfiger revenues increased 3.4 percent to $1.3 billion in the newest quarter, in step with parent company PVH Corp.’s upward trajectory, noted CEO Stefan Larsson. “We’re going into 2023 with strong momentum that we proceed to construct on. The exciting part is seeing each Calvin [Klein] and Tommy and all three regions delivering,” he said in an interview with WWD.

“We’re going back to the DNA of Calvin and Tommy that made each of those brands collide with culture in a positive way and grow to be iconic globally,” he added.