« BACK TO OVERVIEW
TOMMY HILFIGER ANNOUNCES GIGI HADID AS GLOBAL BRAND AMBASSADOR FOR TOMMY HILFIGER
11 January 2016
Tommy Hilfiger, which is owned by PVH Corp. [NYSE: PVH], announces that internationally renowned supermodel Gigi Hadid will appear as the brand ambassador for Tommy Hilfiger women’s beginning Fall 2016, building on the new vision and strategic expansion of the brand’s global women’s business. As part of her exclusive ambassadorship, Hadid has partnered with Tommy Hilfiger to launch her first capsule collection, created in collaboration with the iconic American designer. Launching in Fall 2016, the capsule will feature women’s sportswear, footwear and accessories, including watches and sunglasses, as well as a new fragrance, which celebrate Hadid’s unique take on modern style, fused with Hilfiger’s signature “classic American cool” heritage.
“I’ve known Gigi and her family for years, and it has been amazing to watch her grow into one of the world’s top models and most-followed fashion influencers,” said Tommy Hilfiger. “Gigi has walked in our runway shows and now we are thrilled to continue our collaboration with her as the new face of Tommy Hilfiger womenswear and fragrance. She is truly the definition of today’s ‘Tommy Girl’ – her magnetic personality is bright and always optimistic, and her style is confident, effortless and cool.”
Hadid’s ambassadorship reflects the company’s strategic commitment to expanding its women’s businesses globally; while already a significant contributor to global revenues, there is a strong potential for additional growth across all women’s categories. The expansion strategy encompasses design direction, store design, merchandising, presentation and communication to present a fresh new vision for Tommy Hilfiger womenswear, reinforcing the brand’s credentials as the world’s leading accessible designer brand that offers stylish classics with a playful fashion edge.
Dubbed a “social supermodel,” Hadid has been credited with reshaping the world of modeling in the 21st century, and reinventing the role of the supermodel in millennial culture. Through the incredible reach of her social media channels, she connects with fans around the world – over 9.8 million on Instagram alone – and offers them a unique, behind-the-scenes glimpse into her lifestyle as a trend-setting style icon. She has appeared on the covers of Vogue, W, Harper’s Bazaar, Elle, TeenVogue, Numéro, Schön!, and CR Fashion Book, amongst others, and has also appeared in music videos and television programs around the world.
“I never thought I would be asked to design a capsule collection, so it still feels like a dream that Tommy approached me to collaborate,” said Gigi Hadid. “His company is one that I genuinely love and have been a fan of for my entire life, and Tommy is the easiest, most fun person to work with. I have always looked up to his brand, campaigns and design style. I think our collection celebrates the iconic Tommy lifestyle and mixes a bit of everything: there are styles that are really hippie-chic, styles that are sporty streetwear, and styles that are tomboy but girly; everyone’s is going to love a different part of it.”
The collection and fragrance campaigns will be photographed in early 2016 in New York City, and will break globally in Fall 2016 with dedicated print, online and out-of-home media placements worldwide. Hadid’s campaign will run alongside the brand’s seasonal advertising and dedicated men’s tailored and underwear campaign with brand ambassador Rafael Nadal. To further support the global partnership, Hadid will attend exclusive launch events in key markets around the world, including appearing in the brand’s Hilfiger Collection fashion show during New York Fashion Week.
Tommy Hilfiger has a long history of working with inspiring pop culture icons, and Hadid joins an expanding list of influential women who have partnered with the brand. Past collaborators have included Beyoncé, Kate Hudson, Charlotte Gainsbourg, Naomi Campbell, Naomi Watts and Alexa Chung, and in recent seasons, Suki and Immy Waterhouse, and Behati Prinsloo have put their own unique twist on what it means to be a “Tommy Girl” today. The brand has also garnered an impressive list of top models who have walked in its fashion shows including Kendall Jenner, Hailey Baldwin, Lizzy Jagger, Georgia May Jagger, Bella Hadid, Binx Walton and Stella Maxwell, among others.
The Fall ’16 Hilfiger Collection and Tommy Hilfiger sportswear collections, including Hadid’s capsule and fragrance, will be available at Tommy Hilfiger stores globally, through select wholesale partners and online at tommy.com. Friends and followers of the brand are invited to join the conversation on social media using #TOMMYXGIGI and the handles @TommyHilfiger and @GigiHadid