The Tommy Hilfiger fall 2020 campaign pays tribute to the label’s preppy heritage once again. It’s no secret that the designer takes great pride in the fact that he managed to honor the label’s DNA in a way that is still relevant today. The new campaign, photographed by Craig McDean, styled by Karl Templer and creatively directed by Trey Laird of Laird + Partners once again brings the “family” concept into the spotlight.
An impressive number of models were involved in the new Tommy Hilfiger fall 2020 campaign: Jacquelyn Jablonski, Bernard Fouquet, Chloe Blackshire, Arthur Kulkov, Julia Hafstrom, Lea Sorensen, Toni Garrn, Thomas Gledhill, Kim D, Sacha M’Baye, Tidiou M’Baye, Viggo Jonasson, Jourdan Dunn, Tian Y, Sasha Luss, Cora Emmanuel, Katya Riabinkina, Benjamin Eidem, RJ King and Marlon Teixeira. The luxury label also invited a select group of bloggers to the campaign shoot, which is titled “Cärpe-díem mañana”.
Speaking about the new season campaign, Tommy Hilfiger emphasized how the university setting highlights the theme of his fall 2020 collection: “It was exciting to shoot this campaign at a location that embodies our brand heritage. There’s no better setting to highlight the collegiate prep inspirations, British sartorial influences and rich Anglo fabrics of the fall 2020 runway collections.”
The new Tommy Hilfiger campaign for fall/winter 2020-2020 brings a series of interesting stereotypes, with characters such as the “A-Student,” the “Bookworm”, “Après Dude,” the “Social Chair,” or the “All American.” These characters were created by Lisa Birnbach, author of the “The Official Preppy Handbook” whose experience was just the right choice for putting a youthful spin on the new looks. The story telling part is just as important for the new label as creating covetable pieces and the collaboration is meant precisely to create an image the label’s global consumer could relate to. From what we’ve seen, the ambitious goal was successfully attained, wouldn’t you say so?
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Photos: Tommy Hilfiger
