May 25, 2017 | By WGSN Insider
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Jul 15, 2015
Continues with momentum from NYFW show.
Tommy Hilfiger’s All-American heritage comes to into play for its 30th birthday celebration, in the shape of the nation’s enduring love affair with American Football.
The brand even went so far in New York Fashion Week to create an indoor stadium for its show and continues the theme for its autumn/winter 15 campaign.
Craig McDean shot the ‘Team Hilfiger’ campaign on the Monterey Park football field in California with model Behati Prinsloo returning as the brand’s ambassador for the second consecutive season.
She is joined by previous campaign stars Julia Hafstrom, RJ King and Miles McMillan. Rookie models also drafted in this season include Bruno Fabre, Nate Gill and Simon Nessman.
“American Football has always been one of my favourite sports and for Fall 2015 we look to the iconic game for inspiration in our advertising campaign and collection,” confirmed designer Tommy Hilfiger.
“As we commemorate our milestone 30th anniversary, we capture all the eclectic details of game day fashion – from athletic stripes to metallic touches and collegiate insignia, all reinvented with our trademark twist that’s irreverent and cool,” he added.
The brand is investing heavily in digital, print, outdoor and direct marketing channels breaking on August 3, which comes as no surprise for the digitally-focused brand.
However, an interesting addition will be the release of exclusive clips from the behind-the-scenes video to Prinsloo’s personal social media followers via direct messages.
“[Fans] will then be the first to share a sneak peek before the official campaign video and images are released,” read a Hilfiger statement.
Campaign styling is by Karl Templer and the overall concept is under the creative direction of Trey Laird of Laird + Partners. Hair is by Malcolm Edwards, and make-up by Mark Carasquillo.
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