In terms of fashion, we all have our little preferences, don’t we? Sometimes, we don’t even realize how much these choices say about us until we find ourselves drawn to a certain style or item. Desire encourages discovery, and every new experience gives our tastes room to evolve. Inevitably, we grow curious about possibilities we hadn’t considered before, and what initially feels unfamiliar can eventually become a part of our everyday lives.
It’s a thought worth exploring when we meet Tommaso Di Giovanni, Vice President for Communications & Engagement at Philip Morris International (PMI), during TECHNOVATION 2026 in Manila. The company has been developing alternatives in its efforts to achieve a smoke-free future, and we wanted to know how the fashion industry could contribute to that movement.
TECHNOVATION Considers the Power of Fashion to Inspire Meaningful Change
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When asked about fashion’s potential role, Di Giovanni begins with design. He describes an electronic device someone carries throughout the day, whether tucked into a purse or bag before eventually finding its way onto a table among friends. “It’s important because we want to carry an object that we can be proud of,” he explains.
PMI has previously explored artistic partnerships, including one with DJ Steve Aoki. The IQOS ILUMA x Steve Aoki 10 Year Edition, developed for the brand’s tenth anniversary, features neon graphics, glow-in-the-dark printing, and a holographic logo meant to evoke the atmosphere of nightlife. The collaboration brings Aoki’s creative identity into an everyday accessory, where consumers familiar with his work can recognize something of their own interests.
“Arts, music, and culture are the largest drivers of societal change. Logical messages go through, but emotional messages have more impact,” he notes. Reaching people through their passions and experiences—it’s empathy used positively.
He also acknowledges the responsibility that comes with this appeal. The designs must resonate with adults who already smoke, without attracting younger consumers who might otherwise never use nicotine.
“Everyone already knows that cigarettes are bad for them,” Di Giovanni says. What’s truly meaningful is that TECHNOVATION also addressed the psychological reasons people struggle to quit smoking, alongside the addictive nature of nicotine. A person’s mental state and economic circumstances can complicate that decision. These deserve attention, too, especially when the goal is to make better options more available and accessible.
And if there’s one thing fashion already understands, it’s the openness to change. By helping people imagine a better version of themselves, the industry could play a meaningful role in the decisions that bring a smoke-free future closer.
Government Warning: This product is harmful and contains nicotine, which is a highly addictive substance. This is for use only by adults and is not recommended for use by non-smokers.
For adult smokers looking for smoke-free alternatives, visit the official IQOS website to learn more.
Photos courtesy FASHION WEEK ASIA and IQOS
Featured image photographed by EXCEL PANLAQUE
Frequently Asked Questions
Tommaso Di Giovanni is Vice President for Communications & Engagement at Philip Morris International (PMI). MEGA met him during TECHNOVATION 2026 in Manila to discuss how the fashion industry could contribute to the company’s efforts toward a smoke-free future through design, culture, and creative partnerships.
Di Giovanni says design matters because people want to carry an object they can be proud of. He adds that arts, music, and culture are the largest drivers of societal change, noting that logical messages go through but emotional messages have more impact, and that fashion understands openness to change.
TECHNOVATION 2026 addressed the psychological reasons people struggle to quit smoking, alongside the addictive nature of nicotine. A person’s mental state and economic circumstances can also complicate the decision to quit, and the article says these factors deserve attention as part of the broader conversation.
Di Giovanni acknowledges that designs must resonate with adults who already smoke, without attracting younger consumers who might otherwise never use nicotine. The article notes a government warning that the product is harmful, contains the highly addictive substance nicotine, and is for adult use only, not recommended for non-smokers.
PMI has explored artistic partnerships including the IQOS ILUMA x Steve Aoki 10 Year Edition, made for the brand’s tenth anniversary with neon graphics and a holographic logo. The article also features an Isabel Santos collaboration and MONOHOMME’s Fashion Week Asia presentation, inspired by the colors of IQOS.
