TOMMY HILFIGER passes the mic for his latest campaign and MAXIM had a front row seat…
Founded in 1985, Tommy Hilfiger is nearly a heritage label at this point, at least by American standards. Nevertheless, few contemporary brands have successfully maintained their street-cred like Tommy. The spirit of freshness continues with the new Fall campaign entitled “pass the mic”. In addition to showcasing the latest collection, the campaign is a global initiative to spotlight new and emerging artists from around the world and inspire change. “Every voice has the power to light up the world,” said Hilfiger in a statement. “I am proud that our Fall 2021 collection is represented by such an incredible and diverse group who are sharing their voices on our platform.”
To his credit, diversity has been on Tommy’s agenda since the early years. In the early ’90s, Mr Hilfiger played a masterstroke by aligning his brand with young African American musicians, like Aaliyah and Puffy, at a time when few designers embraced the hip-hop and rap communities. Partnering with the coolest and most exciting young creatives of the day remains a core component of Tommy’s branding. For this campaign, Hilfiger tapped artists including Hamilton star Anthony Ramos, singer Jack Harlow, Korean actor Kim Soo-hyun and Nigerian singer-songwriter Wizkid.
As the brand continues to expand around the globe (2,000 stores and counting) it is an astute move to choose some of the hottest young creatives from their respective regions. From Seoul to Lagos, this campaign is a statement about what the Tommy brand means in a post-COVID world still finding its feet. Mostly, that the strong social conscience of Gen Z’ers shows no sign of going away. Which brings us to “pass the mic”.
Condensed in an abstract quote, each star interpreted the brief differently. “Words mean nothing if they’re not well said,” offers Harlow. In addition to providing space for his campaign stars to share their opinions, the campaign also encouraged fans around the world to send in audio messages and quite literally slide into Tommy’s DM. The messages could be anything and everything: poems, odes, calls to action and general musings.
By incorporating both celebrities and regular customers in the campaign, Hilfiger is blurring the line between the stars paid (presumably quite handsomely) to model his wares and the fans across the globe who save their hard-earned cash for Tommy drip. It’s also a neat way to engage with global audiences at a time when COVID-19 still constrains international travel. In the past, Hilfiger has been known to take the show on the road and stage huge fashion shows with elaborate themes. Past shows have included: a fairground in L.A., a racetrack in Milan, a ’70s disco in Paris and an epic extravaganza on Shanghai’s bund that was more rock concert than catwalk show.
“We change the world by redesigning who we are, but never forgetting where we came from,” says Ramos. These words could also apply to Mr Hilfiger and his brand. Despite turning 70 this year, the legend shows no signs of slowing down, most recently stepping out for the MET gala in September with his dazzling wife Dee. This year’s MET Costume Institute exhibition, entitled In America: A Lexicon of Fashion, includes a knit sweater designed by Hilfiger. Not bad for a self-trained designer who got his start reselling jeans with a $150 investment.
One of the continual strengths of TH, in addition to that irresistible mix of prep and street American designers do so well, is an equal emphasis on clothes for men and women that are also largely unisex. For Fall ’21 Tommy has subtly re-interpreted the staples, mainly by updating logos and adding more colourways. Fans of vintage Hilfiger will love the archival pieces that lean into the label’s preppy roots. There’s also versatile shirt jackets (shackets?) ideal for layering and plenty of logo-heavy sweatshirts. It’s Tommy and American fashion at its best: approachable, sporty and mostly in red, white and blue. ■
Shop the Fall 2021 Tommy Hilfiger collection instore and on tommy.com
By REILLY SULLIVAN
PAGE PHOTO: Craig McDean
For the full article grab the December 2021 issue of MAXIM Australia from newsagents and convenience locations. Subscribe here.
