The model has been named brand ambassador for the marque’s womenswear, a deal set to see the first roll-out during autumn of 2016
PVH-owned apparel heavyweight, Tommy Hilfiger, has named social supermodel, Gigi Hadid, the brand ambassador for its ladies segment, a partnership slated to see the first roll-out in the fall of 2016. The appointment supports the brand’s refreshed vision and strategic expansion of its global women’s business.
Her selection is attributable to her vast digital influence. With more than 10 million followers on Instagram alone, the contemporary trendsetter proved an ideal choice. Throughout her career, she has graced the cover of magazines like Vogue, Elle, and Harper’s Bazaar, among others. She has also starred in music videos and on TV.
“I’ve known Gigi for years. It’s been amazing to watch her grow into one of the world’s most-followed fashion influencers. She has walked our runway, so we are thrilled to continue our collaboration with her as the new face of Tommy Hilfiger’s womenswear and fragrance. She is truly the definition of today’s Tommy Girl,” said Hilfiger.
In conjunction with the exclusive deal, the high fashion icon is collaborating with the globally-positioned designer to launch her first capsule collection. The upcoming range is set to feature women’s sporting attire, footwear, and accessories which include watches, sunglasses as well as a new fragrance.
The said series due to premiere in autumn will infuse Hadid’s unique take on modern style into Tommy Hilfiger’s signature ‘classic American cool’ heritage. Meanwhile, her ambassadorship also reflects the company’s heightened commitment to widening its reach worldwide in relation to the aforementioned category of audience.
The overall move entails design direction, store design, merchandising, presentation, and communications to present a fresh focus on the marque’s womenswear. The tie-up is also being leveraged to reinforce the brand’s credentials as a leading label offering classics that deliver a playful edge.
The collection and fragrance campaigns will be photographed in New York City early next year, and breaks during fall with print, online, and out-of-home placements debuting worldwide. The exercise is set to coincide with the brand’s seasonal advertising and dedicated men’s tailored and underwear push featuring Rafael Nadal.
To further support the partnership, Hadid will attend exclusive launch events in key markets around the world, including the Hilfiger Collection fashion show scheduled for New York Fashion Week. The Fall ’16 Hilfiger and Tommy Hilfiger Sportswear collections will be available via select wholesale partners and online.