Tommy Hilfiger continues to align itself with rising stars. The PVH Corp.-owned brand announced Tuesday that Alex Pall and Andrew Taggart of the music group, The Chainsmokers, will appear as the new global brand ambassadors beginning Fall ’17.
The Grammy award-winning music duo will star in campaigns for Tommy Hilfiger menswear, including Hilfiger Edition, Tommy Hilfiger Tailored and Tommy Hilfiger sportswear.
“Tommy’s pioneering approach to fusing fashion and music is part of our menswear heritage,” said Daniel Grieder, CEO, Tommy Hilfiger Global and PVH Europe. “Our partnership with The Chainsmokers reflects the company’s strategic commitment to bring the next generation of Tommy Hilfiger consumers into our men’s business with exciting fashion collections, curated shopping experiences, and digital commerce convenience. Our menswear category remains a key area of focus as we look to unlock the full potential for the Tommy Hilfiger brand in all regions around the world.”
The men’s campaign was photographed by Lachlan Bailey in San Francisco, and exclusive video teasers will be set to a custom-mixed music track by The Chainsmokers. The integrated campaign includes print, online and out-of-home media placements, and is supported by consumer activations and experiential events.
The Tommy Hilfiger menswear campaign will run alongside the brand’s dedicated women’s advertising featuring global brand ambassador and supermodel, Gigi Hadid.
Music remains a never-ending source of inspiration for the brand. In the ‘90s, Tommy Hilfiger was one of the first designers to blend fashion and celebrity, and dressed young artists such as Aaliyah, Mark Ronson and Usher. The brand also sponsored tours for the likes of Britney Spears and Lenny Kravitz, and featured musicians such David Bowie and Beyoncé in advertising campaigns.