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Tommy Hilfiger, which is owned by PVH Corp. [NYSE: PVH], announces Alex Pall and Andrew (Drew) Taggart globally known as the celebrated American pop music/producer duo, The Chainsmokers will appear as the global brand ambassadors for Tommy Hilfiger menswear, including Hilfiger Edition, Tommy Hilfiger Tailored and Tommy Hilfiger sportswear, beginning Fall 2017.
The Grammy award-winning duo brings a modern, youthful twist to the brand’s more than 30-year global menswear legacy. The partnership builds on Tommy Hilfiger’s heritage of combining fashion and music, bringing the brand’s unique perspective on pop culture to life. To celebrate the launch of their ambassadorship, 4,000 exclusively-designed green Tommy Hilfiger menswear bomber jackets, inspired by The Chainsmokers, will launch in Fall 2017 across markets in Europe and the U.S., retailing at €229 and $229.
Tommy Hilfiger said:
“The Chainsmokers are at the center of modern pop culture and their music resonates with a global audience. I admire the way they have carved out a new niche that fuses indie, pop, dance, and hip-hop. Alex and Drew are truly the perfect definition of today’s Tommy Guy – their talent, optimism, unique sound and effortless cool have made them standout in the music world. We’re extremely excited to work with them in the fashion space.”
Daniel Grieder, CEO, Tommy Hilfiger Global and PVH Europe said:
“Tommy’s pioneering approach to fusing fashion and music is part of our menswear heritage. 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.”
To this The Chainsmokers said:
“Like Tommy Hilfiger, we have always believed in celebrating individuality and breaking Conventions.Tommy paved the way for collaborations between fashion and music, and we are excited to collaborate with a brand that aligns so closely with our own artistic approach and shares our passion for creating memorable experiences for our fans.”
The 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. Breaking globally in
Fall 2017, the integrated men’s campaign includes print, online and out-of-home media
placements, and is supported by unique consumer activations and experiential events that
continue to bring the brand’s unique perspective on pop culture to life around the world. The
Tommy Hilfiger menswear campaign will run alongside the brand’s dedicated women’s
advertising featuring global brand ambassador and international supermodel, Gigi Hadid.
The Fall 2017 Tommy Hilfiger men’s offering celebrates the ‘90s with a fresh twist on tradition
as the collection embodies the rebellious attitude that characterized the decade. The men’s
collections are available at Tommy Hilfiger stores globally, through select wholesale partners
and online at tommy.com.
Hilfiger has a longstanding affinity for music, which has remained a never-ending source of
inspiration throughout his career and developed into a strong connection between his brand
and the music industry. In the ‘90s, Hilfiger was one of the first designers to blend fashion and
celebrity, and he became a pioneer in the industry by dressing young artists such as Aaliyah,
Mark Ronson and Usher; sponsoring tours for the likes of Britney Spears and Lenny Kravitz;
and featuring musicians such David Bowie and Beyoncé in his advertising campaigns. Tommy
Hilfiger was the sponsor of the Rolling Stones’ acclaimed “No Security” tour in 1999, which
was then the band’s first arena tour in decades. Since then, Tommy Hilfiger has continued to
work with legendary male and female music artists, including John Legend and Alicia Keys,
among others.
