Senior Art Director
World of Hilfiger
Tommy Hilfiger is one of the world’s leading designer lifestyle brands. Iconic since 1985, it is internationally recognized for its ‘Classic, American, Cool’ style and prep DNA. Delivering premium styling and quality under the Tommy Hilfiger and Tommy Jeans labels, lines include Hilfiger Collection, Tailored, Sportswear, Kids, Sport, Footwear and Accessories. Licensees include eyewear, watches and jewelry, fragrances, luggage and home. Global retail sales were approximately $9.2 billion in 2019. Tommy Hilfiger ranked #8 in the 2018 L2 Global Fashion Digital IQ index, and was named one of ‘The World’s Most Innovative Companies’ by Fast Company in 2018 and 2020.
Ambassador Programs
Tapping into the power of collaboration, Tommy Hilfiger partners with leaders in fashion, art, music, entertainment and sport. Beyond the traditional celebrity advertising model, our Ambassadors work with us to create exciting brand experiences and capsules, building heat outside our core collections.
Gigi Hadid
The original Social Supermodel, Gigi Hadid introduced her 56 million fans to our womenswear lines through a successful four-season TOMMYXGIGI partnership, from Fall 2016 to Spring 2018. Together, we took our shows around the world, from New York to Los Angeles, London and Milan, marking the launch of TOMMYNOW, one of the world’s first consumer-centric ‘see now, buy now’ runway events.
Zendaya
Through a shared belief in the power of inclusivity and diversity, our two-season collaboration with Actress and Performer Zendaya provided us with a platform for greater representation in fashion. The Spring and Fall 2019 Runway Shows, in Paris and New York respectively, were a tribute to the culture and style of Americans of colour, across ages, sizes and gender expressions.
Winnie Harlow &
Hailey Bieber
Part of the Hilfiger family, models Winnie Harlow & Hailey Bieber have been the faces of our womenswear Icons collection since Fall 2018.
Lewis Hamilton
In Spring 2018, Tommy Hilfiger embarked on a multi-year partnership with World Champion driver Lewis Hamilton. To start, our ‘What’s Your Drive’ series created context for a purpose-driven collaboration, followed by innovative consumer experiences in Shanghai, New York, Tokyo and London. The unisex THXLH capsule blends circularity and streetstyle aesthetics with the collection reaching a 100% sustainability in 2020, furthering our commitment to waste nothing and welcome all.
Global Experiences
As a keystone of comprehensive 360° marketing programs, with an emphasis on innovative experiences and new technologies, Tommy Hilfiger’s global events push the boundaries of how a major global brand connects with consumers. Eight editions of the in-season TOMMYNOW runway platform immersed consumers in the brand’s youthful and changemaking spirit, both virtually and physically. Applying the ‘see now, buy now’ framework creates immediate shopping opportunities through an ecosystem of traditional and emerging channels, including AI, AR & VR, in over 70 countries. Beyond the runway, we create memorable, disruptive experiences designed to build heat and bring brand storytelling to life.
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Runway Events
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Tokyo Icons
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Shanghai Drive
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Pitti Uomo
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TEDxTommy
“No brand on the scale of Tommy Hilfiger …is embracing fashion immediacy with such gusto.”
— Business of Fashion
Brand Expression & Design
Tommy Hilfiger enjoys high brand recognition and visibility in almost every global market. Bringing the brand to life consistently across a vast ecosystem while differentiating between worlds requires a strong signature, found in our flag and its iconic red, white and blue. Preppy heritage mixed with modern American influences have been at the heart of our brand since 1985. Drawing from our roots gives us a code with which we can continually explore, reinterpret and reinvent.
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Commercial Campaigns
Comprehensive, multi-channel commercial campaigns sit at the core of an annual $200 million global marketing spend. Rolled out across all touchpoints, they are the most visible expression to consumers of who we are.
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Tommy 3.0
Bringing the brand up to date with a new design language, we changed the way we used type, color and photography to communicate with a modern audience.
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Market Launch
To support the digital transformation of the business, we create 3000+ photo and video assets per quarter to populate our virtual showrooms. The high-speed program presents a unique challenge to create premium imagery under pressure, building on success season to season.
launch programs
As a leading lifestyle brand with a rich heritage to draw from, Tommy Hilfiger is well positioned to capitalize on market trends, through global launches and local activations. The relaunch of Tommy Sport in 2019 brought a mix of performance-engineered and athleisure apparel to our portfolio, and the youthful 90’s Tommy Jeans re-edition proved so successful, it led to a complete transformation and repositioning of our denim brand.
Tommy Sport
The global launch of Tommy Sport, a new apparel line that fuses Tommy Hilfiger’s ‘classic, American, cool’ DNA with best-in-class athletic designs. From the brand archives, to the track, to the city, the collection features true sports functions and aesthetics grounded in the rich heritage. The new Tommy Sport logo is inspired by the iconic flag, and the design language celebrates the brand’s DNA with a bold primary color palette, made modern through sharp photography and graphic animations.
Tommy Jeans
Tommy Jeans, a denim capsule collection from Tommy Hilfiger, celebrates the brands most iconic styles from the nineties, revived as modern updated for a new generation of fans. The iconic flag logo featured throughout the unisex collection, which included logo t-shirts, sweatshirts, and an oversized denim jacket, along with swimwear, jeans and dungarees with quintessentially ‘90s Tommy Hilfiger straps. Supported by a global campaign featuring models Lucky Blue Smith and Hailey Bieber, together the duo fuse the collection’s retro look with a modern millennial edge.
innovation
Tech innovation is transforming the fashion industry in a powerful way, and Tommy Hilfiger is leading the charge. Integrating digital technologies into all areas of our business, the consumer experience is being reshaped. From AR try-on experiences to snap-n-shop mobile apps, smart mirrors and shoppable content, we are creating new conversion opportunities in both traditional and non-traditional environments.
Interactive Shop Wall
The interactive shop wall fuses inspiration and commerce, allowing consumers to shop directly from a range of multimedia content. Integrated with our ecom site, users can explore collections, add pieces to their wishlist and complete their purchase via the personal link sent directly to their mobile device.
Store of the Future
Tommy Hilfiger’s vision for the future of retail is to offer consumers a groundbreaking, immersive in-store experience, with digital interaction at its core. Touch screens offering endless aisles, RFID-enabled smart mirrors that make product suggestions and motion-sensing video walls show consumers more style per square meter than ever before.
Social Shopping
As an evolution of Tommy Hilfiger’s ‘see now, buy now’ consumer-centric philosophy, our shoppable livestream event featuring a mix of tastemakers, experts and insiders, builds on the next generation’s appetite for social shopping experiences.
