ADDING MULTIMEDIA Tommy Hilfiger Announces Global Fall 2013 Ad Campaign

  ADDING MULTIMEDIA Tommy Hilfiger Announces Global Fall 2013 Ad Campaign

    The Fall 2013 global advertising campaign, titled “cärpe-díem mañana,”
  features “The Hilfigers” in a multi-media campaign that includes digital,
                   print, outdoor and social media elements

   The Fall 2013 advertising campaign also incorporates a dedicated blogger
            initiative and dynamic shoppable features on tommy.com

Business Wire

NEW YORK & AMSTERDAM -- July 23, 2013

The Tommy Hilfiger Group, which is wholly owned by PVH Corp. (NYSE: PVH),
announces its Fall 2013 global advertising campaign, cärpe-díem mañana,
featuring The Hilfigers – the beloved all-American family at the heart of the
brand’s marketing strategy. The new campaign finds Chloe setting off for
college, and when one of the The Hilfigers’ youngest moves on campus to start
her first year, the whole group of eclectic characters tags along to help her
settle in. The campus is teeming with new faces as several new characters join
the family shenanigans.

Tommy Hilfiger Fall 2013 Ad Campaign (Photo: Business Wire)

Tommy Hilfiger Fall 2013 Ad Campaign (Photo: Business Wire)

Now in its seventh season, The Hilfigers campaign remains 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.

“Collegiate traditions and the preppy, Ivy League look were some of my
earliest design inspirations and the starting point for our  signature style,”
said Tommy Hilfiger. “It was exciting to shoot this campaign at a location
that embodies our brand heritage. There’s no better setting to highlight the
collegiate prep inspirations, British sartorial influences and rich Anglo
fabrics of the Fall 2013 runway collections.”

For Fall 2013, a select group of bloggers were invited to the campaign shoot
where they were given behind the scenes access to the collection and Fall 2013
shoot. The bloggers were styled in looks from the collection before they were
photographed alongside The Hilfigers, integrating these bloggers into the
campaign experience and allowing them to develop exclusive content for their
websites and social media channels. The bloggers announced the campaign to
their global audiences just days before the images broke in September books.

Adding a new layer to the seasonal campaign, Lisa Birnbach, author of the The
Official Preppy Handbook, created spirited, individualized head-to-toe
descriptions for each character’s unique style that play on brand’s
preppy-with-a-twist heritage. The quintessential cast of college characters
includes the “Natty Professor,” the “A-Student,” the “Bookworm,” the “Ice
Queen,” the “Après Dude,” the “Professional Student,” the “Social Chair,” the
“Field Tripper,” the “Alum Prez,” the “Teacher’s Pet” and the “All American.”
The head-to-toe images, accompanied by Lisa’s playful depictions, will be
included in multi-page inserts in select September books, outdoor advertising
and on tommy.com.

“Lisa Birnbach is a true prep connoisseur and the perfect person to
characterize The Hilfigers’  unique prep style,” said Tommy Hilfiger. “I’ve
loved working with Lisa throughout the years and we are excited to have her
prep expertise included in this campaign season.”

“The Hilfigers continue to personify the global creative vision for the
brand,” said Avery Baker, Chief Marketing Officer for The Tommy Hilfiger
Group. “This season we’re incorporating new content elements that celebrate
the brand’s history of infusing an unexpected twist to preppy tradition. Lisa
Birnbach’s playful depictions of the family’s iconic prep style add further
emphasis to the youthful irreverence that has long been at the heart of the
Tommy Hilfiger brand, while our global blogger partnerships celebrate the
increasingly international outlook of preppy style in a way only Tommy
Hilfiger has achieved. The Hilfigers campaign resonates globally with our
consumers now more than ever and we are excited to continue bringing fans of
the brand engaging, shoppable content each season.”

Photographed in a preppy, collegiate setting with hair by Eugene Souleiman,
and makeup by Mark Carrasquillo, the campaign features a similar cast of
eclectic characters from past campaigns: Jacquelyn Jablonski, Bernard Fouquet,
Chloe Blackshire, Arthur Kulkov, Julia Hafstrom, Lea Sorensen, Toni Garrn,
Thomas Gledhill, Kim D, Sacha M'Baye, Tidiou M'Baye, Viggo Jonasson, Jourdan
Dunn, Tian Yi and two Basset Hounds named Morgan IV and V. New additions to
the family this season include Sasha Luss, Cora Emmanuel, Katya Riabinkina,
Benjamin Eidem, RJ King and Marlon Teixeira.

“The heart of The Hilfigers campaigns is all about storytelling, and this
season we really tried to take it to the next level,” said Trey Laird, Laird +
Partners Chief Executive and Creative Officer. “With Chloe headed off to
college, the whole clan descended on campus en masse! The university setting
provided the ideal backdrop for not only that perfect fall collegiate feeling,
but also new characters to bring it all to life.”

Cärpe-díem mañana will break worldwide Fall 2013 as a multi-media program with
an online, print, outdoor and social media presence. The advertising campaign
will break in September 2013 issues starting July 23 with full print ads
running globally in key fashion publications such as Vanity Fair, Vogue,
InStyle, ELLE, Glamour, GQ, Men’s Health and Esquire; multi-page inserts will
be featured in select issues. New York City; key European cities such as
London, Paris and Milan; and top districts in Hong Kong will have outdoor
campaigns. Tommy.com and the brand’s Facebook, Twitter, Instagram and YouTube
channels will feature the campaign images and video. For European consumers, a
new feature on tommy.com will allow fans of the brand to seamlessly shop and
discover the iconic Tommy Hilfiger products, collaborations and new
collections.

About The Tommy Hilfiger Group

With a premium lifestyle brand portfolio that includes Tommy Hilfiger,
Hilfiger Denim and Tommy Girl, the Tommy Hilfiger Group is one of the world’s
most recognized designer apparel groups. Its focus is designing and marketing
high-quality menswear, womenswear, children’s apparel and denim collections.
Through select licensees, the Group offers complementary lifestyle products
such as sportswear for men, women, juniors and children; footwear; athletic
apparel (golf, swim and sailing); bodywear (underwear, robes and sleepwear);
eyewear; sunwear; watches; handbags; men’s tailored clothing; men’s dress
furnishings; socks; small leather goods; fragrances; home and bedding
products; bathroom accessories; and luggage. The Hilfiger Denim product line
consists of jeanswear and footwear for men, women and children; bags;
accessories; eyewear and fragrance. Merchandise under the Tommy Hilfiger
brands is available to consumers worldwide through an extensive network of
Tommy Hilfiger retail stores, leading specialty and department stores and
other select retailers and retail channels.

About PVH Corp.

PVH Corp., one of the world’s largest apparel companies, owns and markets the
iconic Calvin Klein and Tommy Hilfiger brands worldwide. It is the world’s
largest shirt and neckwear company and markets a variety of goods under its
own brands, Van Heusen, Calvin Klein, Tommy Hilfiger, IZOD, ARROW, Bass, G.H.
Bass & Co., Warner’s and Olga, and its licensed brands, including Speedo,
Geoffrey Beene, Kenneth Cole New York, Kenneth Cole Reaction, MICHAEL Michael
Kors, Sean John, Chaps, Donald J. Trump Signature Collection, JOE Joseph
Abboud, DKNY, Ike Behar and John Varvatos.

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Contact:

The Tommy Hilfiger Group
Europe:
Abdel El Hamri, +31 20 589 5701
VP, European Marketing & Communications
abdel.elhamri@tommy.com
or
Kimberley Witcomb, +31 (0) 20 589 5714
Director of European Communications
Kimberley.witcomb@tommy.com
or
North America:
Zach Eichman, +1-212-548-1938
Vice President, Corporate Communications
zacheichman@tommy.com
or
Asia Pacific:
Eric Reed, +86 21 2213 9898 ext 8152
Vice President, Marketing & Communications, Asia Pacific
eric.reed@thchina.com.cn
or
Latin America:
Lisa Bressler, +1-212-548-1365
Marketing Manager, Latin America
lbressler@tommy.com
 
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