Australian musicians Say Grace and Rini have been called on to star in Tommy Jeans' spring 21 'Music Takes Us Further' campaign.
Say Grace and Rini (pictured) join 21 other musicians, activists and poets from around the world who star in the campaign, which is built on the brand's music heritage.
"Each will share their unique perspective on utilising music to drive social change, inspiring fans to contribute a future that 'Wastes Nothing and Welcomes All,'" Tommy Jeans said of the campaign.
Say Grace and Rini have already shared the first image of campaign content on their Instagram accounts, which have 64.8k and 95.2k followers respectively.
Embodying its aforementioned brand mission, the new Tommy Jeans collection delivers on the sustainability front through innovative fabrications.
This includes 100% recycled denim created using a technique that blends bedsheets with other recycled cotton scraps.
Meanwhile, the business reports that water use is reduced considerably in the collection, saving up to 50 litres of water per garment compared to like-for-like denim washes.
Say Grace
When it comes to the 'welcome all' segment of the brand mission, this will be reflected across the talent included in the campaign.
"The Spring 2021 Tommy Jeans campaign is self-shot and self-styled by an inspiring cast of creative talent encompassing different nationalities, sizes, ethnicities and gender identities," Tommy Jeans said.
"Their individual journeys, viewpoints and activism speak to the Tommy Jeans brand spirit.
"R&B singer Say Grace uses her platform to advocate for LGBTQIA+ rights, as well as the troubles of dating in the digital age.
"Meanwhile, singer, songwriter and producer Rini is garnering huge international attention reaching over 30 million plays on Spotify alone.
"In the short span of a year, the young up-and-comer’s growth on a personal level bleeds into his music," Tommy Jeans said.