NEW YORK, Jan 27, 2014/ — Building on the “Westcoasting” theme that began on the catwalk last September when Tommy Hilfiger unveiled his Spring/Summer 2014 womenswear collection, the label’s Spring 2014 advertising campaign is an irreverent twist on Spring break.
Featuring The Hilfigers – the beloved all-American family at the heart of the brand’s marketing strategy – the new campaign takes the cheeky group of eclectic characters to the beaches of Malibu as The Hilfigers establish a preppy outpost on the Pacific.
And what’s prep on a California beach is a whole new story. Wave-washed shorts, chambray-soft shirts, easy blazers, all in wet sea glass colors. Scuba chic takes a dive with neoprene bonded leather.
“In the Spring 2014 Collection, we looked at the preppy classics that we have loved throughout the years, and reinvented them with a modern, ‘West Coast’ spirit in mind,” explains designer Tommy Hilfiger.
The Hilfigers campaign is the ultimate personification of the preppy heritage and irreverent spirit of the Tommy Hilfiger brand. The campaign is photographed by Craig McDean, styled by Karl Templer and creatively directed by Trey Laird of Laird + Partners.
For Spring 2014, the Tommy Hilfiger advertising campaign includes more video content than any previous season. Short videos of individual family members that capture The Hilfigers’ lively spirit and each character’s quirky take on iconic American tradition will be featured on the brand’s social media channels and on tommy.com.
Photographed in Paradise Cove, Malibu with hair by Eugene Souleiman, and makeup by Francelle Daly-Poiblanc, the campaign features a similar cast of eclectic characters from past campaigns: Arthur Kulkov, Tidou M’Baye, Max Rogers, RJ King, Marlon Texeira, Viggo Jonassen, Miles McMillan, Bernard Fouquet, Toni Garrn, Julia Hafstrom, Tian Yi, Cora Emmanuel, Lea Sorenson, Chloe Blackshire and two basset hounds named Morgan IV and V. New additions to the family this season include Luke Willet, Jac Jagaciak and Janis Ancens.