- Ms. Lauryn Hill fronts the Denim Tears SS26 campaign, their first partnership together, shot in a black-and-white image wearing the brand's signature cotton wreath denim jacket, matching jeans, a button-up shirt, and tinted shades.
- The Spring/Summer 2026 collection launches April 17, 2026 at 11AM ET on denimtears.com and in-store at African Diaspora Goods (176 Spring St., NYC) and the Denim Tears Atlanta residency at Lenox Square.
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- Denim Tears (founded 2019 by Tremaine Emory) has previously fronted campaigns with rapper Veeze (Winter 2024/25) and built collaborations with Levi's, Dior, and Converse.
- Hill's fashion portfolio includes Woolrich (her first-ever campaign, 2018) and original music for Louis Vuitton's Men's SS2021 show.
Ms. Lauryn Hill is the new face of Denim Tears, fronting the brand’s Spring/Summer 2026 campaign in what marks their first-ever collaboration.
Founded by Tremaine Emory in 2019, Denim Tears dropped a black-and-white campaign image of Hill dressed in the brand’s signature cotton wreath denim jacket and matching jeans, finished with a crisp button-up and tinted shades. The look is clean, timeless, very Lauryn.
Denim Tears has built its identity around African diaspora storytelling, collaborating with Levi’s, Dior, and Converse on culturally charged capsule collections. Past campaign faces include Detroit rapper Veeze (Winter 2024/25), while A$AP Rocky and Kanye West have long been closely aligned with the brand.
For Hill, this adds to a fashion portfolio that includes Woolrich (her very first campaign, 2018) and original music for Louis Vuitton’s Men’s SS2021 show. She’s also been spotted in Bottega Veneta, confirming her cross-market style reach.
After recently signing with CAA for representation, this campaign may signal a more active brand era for the iconic artist. Her son, YG Marley recently launched his own cannabis brand, Young Gong.
The SS26 collection drops April 17 at 11AM ET on denimtears.com and in-store at African Diaspora Goods, 176 Spring St., NYC, and the brand’s Atlanta residency at Lenox Square.
Takeaways
This campaign is a masterclass in cultural alignment. Denim Tears doesn’t chase celebrities, it curates icons. Tapping Ms. Lauryn Hill, a woman who has embodied Black excellence, creative sovereignty, and timeless style for 30 years, isn’t just a marketing move, it’s a statement.
The deal reinforces why Tremaine Emory’s brand continues to outperform its weight class: the storytelling is always real. For Hill, newly represented by CAA, this could be the opening act of a full-blown brand renaissance.
Could this Denim Tears campaign open the door to a long-term creative partnership or even a co-designed capsule between Hill and Emory? As hip-hop artists increasingly build brand equity beyond music, will we see more culturally rooted streetwear labels, like Denim Tears, set the standard for authentic celebrity partnerships?
