The Tommy Hilfiger Group, which is wholly owned by PVH Corp., announces its spring 2013 global advertising campaign. Featuring The Hilfigers – the beloved all-American family at the heart of the brand’s marketing strategy – the new campaign takes the notorious group of eclectic characters onto the high seas.
Now in its sixth 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.
For Spring 2013, the Tommy Hilfiger advertising campaign includes a digital webisode set to British singer Estelle’s “Do My Thing” track, a highly acclaimed collaboration featuring Janelle Monáe. The song is from Estelle's second U.S. album, All of Me, released in 2012.
Capturing The Hilfigers’ lively spirit, playful attitude, and quirky take on iconic American tradition, the spring 2013 webisode marks a move towards a significant boost in digital marketing for the brand, with investments in the digital space more than doubling since fall 2012.
Join the The Hilfigers’ maiden voyage. It’s spring, which means fun in the sun, brisky breezes and a feisty crew. There’ll be new faces, old graces, fresh plots and lots, lots, lots of stripes and other nautical niceties. Like harbor golf, deck biking and splashy behavior that’s all over the map. It’ll be swell. Tidal. From sheltered islands to grand banks. The Hilfigers launch a whole new level of off-the-wall adventure this spring.
“Classic nautical influences were some of the earliest inspirations I incorporated into my designs, so this campaign is very exciting for me,” said Tommy Hilfiger. “I love the boating life, and this season The Hilfigers are setting sail like only they know how, with all the adventurous spirit and youthful irreverence we’ve come to love and expect. There’s no better setting to highlight the nautical inspirations, red, white and blue color palette, and heritage prep details of the Spring 2013 Runway Collections.”
“For six seasons now, The Hilfigers advertising campaigns have been at the cornerstone of our marketing strategy, leading the global creative vision for the brand,” said Avery Baker, Chief Marketing Officer for The Tommy Hilfiger Group.
“For Spring 2013, we are supporting the campaign in our markets around the world with a webisode that uniquely celebrates the brand’s classic, American, cool heritage and long history of infusing an unexpected twist to preppy tradition. The Hilfigers campaign resonates globally now more than ever.”
Photographed in Sag Harbor, New York with hair by Eugene Souleiman and makeup by Mark Carrasquillo, the campaign features a similar cast of eclectic characters from past campaigns: Jacquelyn Jablonski with Max Rogers, Bernard Fouquet, Chloe Blackshire, Arthur Kulkov, Julia Hafstrom, Lea Sorensen, Toni Garrn, Thomas Gledhill and two Basset Hounds named Morgan IV and V. New additions to the family this season include, Kim D, Sacha M'Baye, Tidiou M'Baye, Viggo Jonasson, Jourdan Dunn and Tian Yi.