The Tommy Hilfiger Group announces its Spring 2015 global advertising campaign, ‘I DO HILFIGER rockthe love’. The fictional Hilfigers family comes together in Sonoma, California, to celebrate as two members exchange their vows. Unconventional cool rules the big day, and all styles are welcome. Razor sharp tailoring escorts fun and floaty silhouettes. Everyone’s in the wedding party. It’s one big outdoor party, the band is on the lawn and everyone takes the stage.
No wedding photographers here–what happens in the photo booth stays there. Air guitar, experimental dance moves, friends old and new. The dress code for the big day? Razor sharp tailoring meets fun and floaty silhouettes while denim, leather, stripes and spangles are aplenty. There’s something old and something new; the signature look is dressed up with a dash of dressed down. It’s one big outdoor party, the band is on the lawn and everyone takes the stage.
“This season, The Hilfigers celebrate a family wedding with their own twist,” said Tommy Hilfiger. “The campaign captures the sense of excitement when family and friends come together for a special event – it’s a unique, eclectic mix of attitudes and styles. For Spring 2015, our collection fuses iconic ‘60s silhouettes and a relaxed rock-and-roll edge with our signature stamp that’s East Coast cool. The Hilfigers embody a free-spirited interpretation of the fun, irreverent attitude that’s at the heart of our brand.” I DO HILFIGER rockthelove is photographed by Craig McDean, styled by Karl Templer and creatively directed by Trey Laird of Laird + Partners.
“We aim to instill our unique brand spirit into everything we do, and The Hilfigers advertising campaign is an Avery Baker, Global Chief Brand Officer of Tommy Hilfiger said,“With the campaign we have been able to reflect the truly global scope of our brand and reach consumers across a range of demographics. Over the seasons, our strategy has evolved with print and digital communications and allowed us to develop a strong relationship between The Hilfigers and our consumers worldwide – even in a saturated global marketplace. The campaign’s incredible appeal and signature look has led to us keeping the concept season after season.”
Photographed in Sonoma, California, the campaign features a similar cast of eclectic characters from past campaigns: Arthur Kulkov, Julia Hafstrom, Bernard Fouquet, RJ King, RJ Rogenski, Jourdan Dunn and Chloe Blackshire, with new additions Ronja Furrer and Behati Prinsloo as the bride. Hair was done by James Pecis at D+V Agency and makeup by Mark Carasquillo at Art Partner.