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.