Women’s Wear Daily
04.20.2014
fashion-memopad
fashion-memopad

Memo Pad: The Hilfigers Settle In... GQ Goes E-tail...

"The Hilfigers," a fictional all-American family, are settling in at home in Tommy Hilfiger's fall-winter campaign.

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HOMEBODIES: After stints at the country club, a Thanksgiving picnic and a tailgate party, the Hilfigers, a fictional all-American family made up of eclectic characters, are settling in at home. Tommy Hilfiger’s fall-winter ad campaign features the extended family coming home from college (some prematurely) and from the hairdressers, as well as dining in bed, having pillow fights and hanging from the chandeliers. The ads were photographed in Old Westbury, N.Y., by Craig McDean, styled by Karl Templer and creatively directed by Trey Laird of Laird + Partners.

“The fall campaign captures the magnetic draw that everyone can relate to — home,” said Tommy Hilfiger. “For two seasons we’ve seen the Hilfigers travel; now we have the chance to peek into their everyday lives and see how they define home sweet home.”

Avery Baker, executive vice president of global communications and marketing, added, “The Hilfigers will continue to have significant visibility around the world through a mix of print, outdoor and digital media. Our global advertising investment behind the fall campaign is on par with the previous year’s launch efforts. We have seen tremendous response in every market to ‘The Hilfigers,’ so our priority is to ensure maximum exposure for their continuing story.” Last year Hilfiger reportedly spent around $50 million on the launch campaign.

Print ads will appear as multipage inserts in such magazines as Vogue, GQ, Vanity Fair, InStyle and Harper’s Bazaar. An outdoor campaign will be mounted in New York and key European cities such as Amsterdam, Brussels and Zurich. Tommy.com and the brand’s Facebook and Twitter channels will also highlight the campaign.

LISA LOCKWOOD

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