Tommy Hilfiger Releases its FW 2013 campaign!

Featuring The Hilfigers – the beloved all-American family at the heart of the brand’s marketing strategy. The new campaign finds Chloe setting off for college, and when one of the The Hilfigers’ youngest moves on campus to start her first year, the whole group of eclectic characters tags along to help her settle in. The campus is teeming with new faces as several new characters join the family shenanigans.

Now in its seventh season, The Hilfigers campaign remains the ultimate personification of the preppy heritage and irreverent spirit of the Tommy Hilfiger brand. The campaign is photographed by Craig McDean, styled by Karl Templer and creatively directed by Trey Laird of Laird + Partners.“Collegiate traditions and the preppy, Ivy League look were some of my earliest design inspirations and the starting point for our signature style,” said Tommy Hilfiger. “It was exciting to shoot this campaign at a location that embodies our brand heritage. There’s no better setting to highlight the collegiate prep inspirations, British sartorial influences and rich Anglo fabrics of the Fall 2013 runway collections.”

Adding a new layer to the seasonal campaign, Lisa Birnbach, author of the The Official Preppy Handbook, created spirited, individualized head-to-toe descriptions for each character’s unique style that play on brand’s preppy-with-a-twist heritage. The quintessential cast of college characters includes the “Natty Professor,” the “A-Student,” the 

“Bookworm,” the “Ice Queen,” the “Après Dude,” the “Professional Student,” the “Social Chair,” the “Field Tripper,” the “Alum Prez,” the “Teacher’s Pet” and the “All American.” The head-to-toe images, accompanied by Lisa’s playful depictions, will be included in multi-page inserts in select September books, outdoor advertising and on tommy.com.

“Lisa Birnbach is a true prep connoisseur and the perfect person to characterize The Hilfigers’ uniqueprep style,” said Tommy Hilfiger. “I’ve loved working with Lisa throughout the years and we are excited to have her prep expertise included in this campaign season.” “The Hilfigers continue to personify the global creative vision for the brand,” said Avery Baker, Chief Marketing Officer for The Tommy Hilfiger Group. “This season we’re incorporating new content elements that celebrate the brand’s history of infusing an unexpected twist to preppy tradition. Lisa Birnbach’s playful depictions of the family’s iconic prep style add further emphasis to the youthful irreverence that has long been at the heart of the Tommy Hilfiger brand, while our global blogger partnerships celebrate the increasingly international outlook of preppy style in a way only Tommy Hilfiger has achieved. The Hilfigers campaign resonates globally with our consumers now more than ever and we are excited to continue bringing fans of the brand engaging, shoppable content each season.”

Cärpe-díem mañana will break worldwide Fall 2013 as a multi-media program with an online, print, outdoor and social media presence. 

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