Tommy Hilfiger is returning to its original values by showcasing an inclusive perspective on family; its red, white, and blue DNA; and a positive outlook on modern Americana. The new campaign features a diverse cast, including the families and friends of Quincy Jones, SZA, Paloma Elsesser, Amber Valletta, and Devon and Steve Aoki, who are all wearing the new Fall 2023 collection. This collection is described as having timeless prep styles and embodying 'classic American cool'.
"This campaign is an all-out celebration of our brand values of belonging and inclusivity with a focus on family," Tommy Hilfiger says. "We’ve brought together a cast of uniquely talented friends and family whose deep bonds and unwavering support of one another reminds me of the powerful relationships I have with my loved ones."
The Fall 2023 collection combines a modern vision of style with inspiration from outdoor escapes and the brand's classic American cool prep essentials. There is a strong emphasis on outerwear, with the New York puffer offering a contemporary take on the original puffers from the 1990s. These jackets were known for their bold branding, vibrant colors, and oversized shapes, which resonated with younger consumers during that decade. The collection also takes a contemporary approach to heritage styles and archival silhouettes, giving them a playful remix. This includes incorporating established brand signatures such as the original Tommy Tartan; red, white, and blue color scheme; global stripe and TH Monogram.
In the campaign, the families featured are captured in their natural elements, showcasing the richness of their personalities, interactions, and environments. The portraits aim to portray a sense of optimism, shared joy, and the coming together of friendships, communities, and cultures.