The Fall 2013 global advertising campaign, titled “cärpe-díem
mañana,” features “The Hilfigers” in a multi-media campaign that
includes digital, print, outdoor and social media elements
The Fall 2013 advertising campaign also incorporates a dedicated
blogger initiative and dynamic shoppable features on tommy.com
NEW YORK & AMSTERDAM--(BUSINESS WIRE)--Jul. 22, 2013--
The Tommy Hilfiger Group, which is wholly owned by PVH Corp. (NYSE:
PVH), announces its Fall 2013 global advertising campaign, cärpe-díem
mañana, 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.
Tommy Hilfiger Fall 2013 Ad Campaign (Photo: Business Wire)
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.”
For Fall 2013, a select group of bloggers were invited to the campaign
shoot where they were given behind the scenes access to the collection
and Fall 2013 shoot. The bloggers were styled in looks from the
collection before they were photographed alongside The Hilfigers,
integrating these bloggers into the campaign experience and allowing
them to develop exclusive content for their websites and social media
channels. The bloggers announced the campaign to their global
audiences just days before the images broke in September books.
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’ unique prep 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.”
Photographed in a preppy, collegiate setting with hair by Eugene
Souleiman, and makeup by Mark Carrasquillo, the campaign features a
similar cast of eclectic characters from past campaigns: Jacquelyn
Jablonski, Bernard Fouquet, Chloe Blackshire, Arthur Kulkov, Julia
Hafstrom, Lea Sorensen, Toni Garrn, Thomas Gledhill, Kim D, Sacha
M'Baye, Tidiou M'Baye, Viggo Jonasson, Jourdan Dunn, Tian Yi and two
Basset Hounds named Morgan IV and V. New additions to the family this
season include Sasha Luss, Cora Emmanuel, Katya Riabinkina, Benjamin
Eidem, RJ King and Marlon Teixeira.
“The heart of The Hilfigers campaigns is all about storytelling,
and this season we really tried to take it to the next level,” said Trey
Laird, Laird + Partners Chief Executive and Creative Officer. “With
Chloe headed off to college, the whole clan descended on campus en
masse! The university setting provided the ideal backdrop for not only
that perfect fall collegiate feeling, but also new characters to bring
it all to life.”
Cärpe-díem mañana will break worldwide Fall 2013 as a multi-media
program with an online, print, outdoor and social media presence. The
advertising campaign will break in September 2013 issues starting July
23 with full print ads running globally in key fashion publications such
as Vanity Fair, Vogue, InStyle, ELLE, Glamour, GQ, Men’s Health and
Esquire; multi-page inserts will be featured in select issues. New
York City; key European cities such as London, Paris and Milan; and top
districts in Hong Kong will have outdoor campaigns. Tommy.com and
the brand’s Facebook, Twitter, Instagram and YouTube channels will
feature the campaign images and video. For European consumers, a new
feature on tommy.com will allow fans of the brand to seamlessly
shop and discover the iconic Tommy Hilfiger products,
collaborations and new collections.
About The Tommy Hilfiger Group
With a premium lifestyle brand portfolio that includes Tommy Hilfiger,
Hilfiger Denim and Tommy Girl, the Tommy Hilfiger Group is
one of the world’s most recognized designer apparel groups. Its focus is
designing and marketing high-quality menswear, womenswear, children’s
apparel and denim collections. Through select licensees, the Group
offers complementary lifestyle products such as sportswear for men,
women, juniors and children; footwear; athletic apparel (golf, swim and
sailing); bodywear (underwear, robes and sleepwear); eyewear; sunwear;
watches; handbags; men’s tailored clothing; men’s dress furnishings;
socks; small leather goods; fragrances; home and bedding products;
bathroom accessories; and luggage. The Hilfiger Denim product
line consists of jeanswear and footwear for men, women and children;
bags; accessories; eyewear and fragrance. Merchandise under the Tommy
Hilfiger brands is available to consumers worldwide through an
extensive network of Tommy Hilfiger retail stores, leading
specialty and department stores and other select retailers and retail
channels.
About PVH Corp.
PVH Corp., one of the world’s largest apparel companies, owns and
markets the iconic Calvin Klein and Tommy Hilfiger brands
worldwide. It is the world’s largest shirt and neckwear company and
markets a variety of goods under its own brands, Van Heusen, Calvin
Klein, Tommy Hilfiger, IZOD, ARROW, Bass, G.H. Bass & Co., Warner’s
and Olga, and its licensed brands, including Speedo, Geoffrey
Beene, Kenneth Cole New York, Kenneth Cole Reaction, MICHAEL Michael
Kors, Sean John, Chaps, Donald J. Trump Signature Collection, JOE
Joseph Abboud, DKNY, Ike Behar and John Varvatos.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20130722006283/en/
Source: PVH Corp.
The Tommy Hilfiger Group
Europe:
Abdel El Hamri, +31 20 589
5701
VP, European Marketing & Communications
abdel.elhamri@tommy.com
or
Kimberley
Witcomb, +31 (0) 20 589 5714
Director of European Communications
Kimberley.witcomb@tommy.com
or
North
America:
Zach Eichman, +1-212-548-1938
Vice President,
Corporate Communications
zacheichman@tommy.com
or
Asia
Pacific:
Eric Reed, +86 21 2213 9898 ext 8152
Vice President,
Marketing & Communications, Asia Pacific
eric.reed@thchina.com.cn
or
Latin
America:
Lisa Bressler, +1-212-548-1365
Marketing Manager,
Latin America
lbressler@tommy.com
