• Meet the Hilfigers


    Tommy Hilfiger is back. And he brought family.

    “This new ad campaign...takes our visual identity in a fresh new direction while respecting our brand aesthetic,” Tommy tells Women’s Wear Daily. “This is the first campaign to truly capture the brand’s 25 year heritage of twisted, pretty American sportswear.”

    And twisted and pretty it is...the family too. Bloody Mary-loving mummy, daddy, a parade of kids, including a son kicked out of boarding school, a Portuguese exchange student who never left, a mute daughter and two floppy-eared basset hounds gallivant in their Jeep Grand Wagoneer for what’s been dubbed “The Ultimate Tailgate.”

    The fall campaign, photographed by Craig McDean and styled by Karl Templer, exemplifies a Royal Tenenbaums touch of quirkiness and humor. And it should. I have always thought Tommy to be the preppy cousin that never took himself too seriously. Templer touts depth, daring and imagination in his arrangements—convincing each and every one of us that Tommy Hilfiger truly is for daddy as much as it is for Bunny.

    "Noah Hilfiger is easy on the eyes. Hard on cars. Moving violations everywhere—from Boston to Baltimore—but still not a scratch on him."

    And the Hilfigers aren’t going anywhere anytime soon. The fashionable (and fictitious) family will appear in future installments and are profiled in detail on the “Meet the Hilfigers” section of Tommy.com. Though old-money, they have embraced new media. Noah’s indie rock bands will be popping up on Pandora while Mummy and Daddy surf Facebook and Twitter to keep tabs on their boarding school delinquent son. Other social media features include Chloe’s closet, Morgan’s [one of the basset hounds] Must-Haves and Bernard’s Books. Now this is family.

    Jul 14, 2010 | Permalink (34) Total Comments

    Gregory Tenenbaum left a comment on 8/3/2013 at 11:35 PM:

    I’m pretty sure they are trying to catch our family vibe with this. I’ll have to ask my cousin Margot what she thinks.

    I like it.


    keith left a comment on 10/5/2011 at 5:28 PM:

    I really dig the 80’s prep look!

    alick left a comment on 11/25/2010 at 9:47 PM:

    can anyone please tell me how to get hold of the plaid tartan travel bag on the floor next to the two models and young girl

    Archiekins left a comment on 10/24/2010 at 4:04 PM:

    i think its a wonderful and interesting campaign..it literally jumped out at me from the pages of the magazine…i hope we get to learn more about the The hilfigers :)

    happy left a comment on 8/5/2010 at 10:19 PM:

    Isn’t that old guy the brook brothers old guy?

    patrick gremmen left a comment on 8/4/2010 at 7:54 AM:

    GREAT CAMPAIGN!!!From this moment i love Tommy Hilfiger…

    Katie left a comment on 7/28/2010 at 7:56 PM:

    I can’t find the “Meet the Hilfigers” section on tommy.com

    Joey dee left a comment on 7/26/2010 at 10:58 PM:

    It is a nice campaign, I will give it that, one that has been long overdue. I Love the khakis on pic number six and what looks to be a deep cuff. I prefer the quality that rl offers and do believe that he and a couple others like rougues gallery, band of outsiders, gitman bros and save kahki do a better job and think that if th is to make a good comeback he should limit some of his supply and get it out of macys.

    F.E. Castleberry left a comment on 7/20/2010 at 3:25 PM:

    @RMA—My living room loosely resembles this aesthetic.

    Ashton left a comment on 7/17/2010 at 12:01 AM:

    I would at the very least try on every women’s piece in this campaign, save for the thigh-high boots, and some of the men’s, too. This is just about everything I love about classic style in one great setting.

    RMA left a comment on 7/16/2010 at 9:10 PM:

    What would this style look like as a living room?

    naked left a comment on 7/16/2010 at 5:12 AM:

    Nice. I like the ‘I am not taking myself too serious’-attitude. Of course TH did not invent the wheel from scratch but who cares? It is nice to see him on track again.

    F.E. Castleberry left a comment on 7/16/2010 at 12:54 AM:

    @Laguna Beach Trad—Thanks for sharing that memory about your family’s house-shopping experience. Fun little fact.

    Sam left a comment on 7/16/2010 at 12:38 AM:

    Pretty sure that’s the most bad ass jeep ever made.


    Laguna Beach Trad left a comment on 7/16/2010 at 12:20 AM:

    This is a really good look. Well done. It definitely reminds me of Wes Anderson.

    BTW, for what it’s worth, my family almost bought T. Hilfiger’s house in Greenwich in the late ‘80s. Nice spread. The neighbours (at the time) had excellent things to say about him.

    unitedstyle left a comment on 7/15/2010 at 5:06 PM:

    Kinda reminds me of the Tennessee Lawrence (name?) family campaign from Kate Spade a few years ago. Doesn’t every fashion brand do the “big group family-and-friends artfully draped across furniture” campaign eventually?

    M.D. Cooley left a comment on 7/15/2010 at 4:24 PM:

    Who cares if rugby, hilfiger etc copy the classic designers like j.press and brooks brothers! That’s good it encourages progress and new ideas as well as offering similar items to appeal to a larger demographic. Just because they didn’t do it first they shouldn’t do it at all? That is ridiculous I’m glad there are companies “copying” the older brands it provides us with more options , and really who can complain about that? If you don’t like a particular company don’t buy their stuff as simple as that.

    P.S. I think these photos are perfect and the story makes things more fun although supper cheesey it’s cute.

    NWR left a comment on 7/15/2010 at 3:29 PM:

    Good looking clothes, especially for men. Period.

    Glenn left a comment on 7/15/2010 at 2:50 PM:

    I love this look and campaign.  I can not begin to fathom the issue people are having with it.  TH may have lost his way but I too was around when he first went mainstream and he put out some really good stuff before he “lost his way”.  I said a couple of weeks ago that I would reserve judgement until I saw more, well Kudos that he’s back.

    robdarko left a comment on 7/15/2010 at 2:20 PM:

    Very well F.E.C., I will judge the apparel in person as soon as it is available.  But I will be very upset if I see a flag or laurelled crest on any of the garments.  I am looking for a certain preppy banality.

    M left a comment on 7/15/2010 at 2:08 PM:

    I’ll reserve ultimate judgement on the clothing pending personal inspection. The right kind of girl will be able to pull off the neo-bean boot but only if she is unbelievably gorgeous or that oh so rare combination of playfulness and sass that I have been searching my whole life for. Ladies who fail to fit this description - tread carefully. With respect to the ad campaign, its contrived, but I like it. It recalls the Smirnoff Ice ‘Tea Partay,’ video: whoever put the campaign together at least did their homework and (so-far) demonstrates respect for the source material. The R. Tannenbaums comparison is apt, but Wes Anderson was not the first artist to portray dysfunctional rich people and their quirks. He was merely the best in recent memory. High marks are earned by the campaign designer for choosing the tongue-in-cheek approach as opposed copying RL’s overserious, artfully-airbrushed, and ultimately unnatainable vision of perfection. This campaign recognizes that the romance is in the decline, not the achievement.

    Ryan Plett left a comment on 7/15/2010 at 1:44 PM:

    I dig all of this, 100%... It’s what a lookbook should be… it makes you LOOK…right? Right?

    Anna left a comment on 7/15/2010 at 12:48 PM:

    I agree, the high-heeled bean boots are only for fashionistas. But I’m sure there is a market for them. After all, one top designer (can’t remember who it was) made a rude copy of the bean gum shoe one or two years back.

    For the rest, I belong to the minority that actually likes the ad. Of course they’re over the top. Of course they’re riding the band wagon. But I like the details, the woollen socks paired with skirts and slacks, the elbow-tall gloves, high heels and ties at a tailgate picnic… there’s a sense of go to hell in the ad.

    Trip left a comment on 7/15/2010 at 11:16 AM:

    I actually really like this as well.  I’m not sure if they were trying to compete with Rugby or not, but if they were, I would agree with Fred.  Almost everything pictured looks very wearable (OK, maybe except the stripper-heel Bean Boots), something that I don’t think Rugby can boast about.  So much of their stuff looks too costumey and too tongue-in-cheek.  I like this.

    foxtrotfoxtort left a comment on 7/15/2010 at 6:28 AM:

    absolutely adore these photographs! cannot wait for this collection!



    M.D.Cooley left a comment on 7/15/2010 at 3:57 AM:

    Oooh that Black Watch jacket looks awesome. Where si the “Meet the Hilfigers” section on the website I cant find it.

    bunny left a comment on 7/15/2010 at 2:39 AM:

    i’m totally crazy about these and can’t wait to see the hilfiger’s in magazines. morgan’s must-haves…so cute!

    Thomas left a comment on 7/15/2010 at 1:27 AM:

    I LOVE your blog so MUCH!!! Keep up all the amazing post!
    Another essential tip—shop at Gilt. It has been featured in the NY Times, YAHOO, and others refutable sites. Gilt Groupe provides invitation-only access, to men’s and women’s coveted fashion and luxury brands at prices up to 70% off retail and even more on the final sales on brands from Ralph Lauren to Michael Kors, Vince, Brooks Brothers, and everything unabashedly prep in between. Each sale lasts only online for 36 hours and many items sell out quickly. Please use my exclusive invites:
    To be honest, I was skeptical at first, but after I have joined I never really have to shop anywhere else anymore.

    Richard Ross left a comment on 7/15/2010 at 1:13 AM:

    ...gosh, down to the exact same car. Ripped off.

    “This is a Ralph Lauren ad campaign where everyone’s in a good mood.” Haha so well put.

    kiki left a comment on 7/15/2010 at 12:01 AM:


    Christian Bourasseau left a comment on 7/14/2010 at 11:02 PM:

    I think this are good news. I’ll love to see more of it. I think it is too good to be true. Time will show us.

    James left a comment on 7/14/2010 at 8:20 PM:

    Tommy’s still around?!!  Holy crap!  Isn’t he exclusive to Macy’s and his own stores?  Best of luck TH.  Some of the pieces do look good.  Thanks for sharing FEC.

    Andy left a comment on 7/14/2010 at 7:09 PM:

    Great photos with some nice looking patterns and excellent cars.  This is a Ralph Lauren ad campaign where everyone’s in a good mood.  I haven’t purchased any Hilfiger in more than ten years but may have to give it a second chance; the non logo-emblazoned items all look great.

    Heavy Tweed Jacket left a comment on 7/14/2010 at 7:08 PM:

    It will be interesting to see how the family saga and the collection develop.