TOMMY HILFIGER SS2016 ad campaign set on Laidback island style gets a fresh, colorful twist in the Spring 2016 campaign, which heads on an island-hopping adventure through the Caribbean. Wish You Were Here!
Inspired by an island-hopping holiday to exotic locales in St. Vincent and The Grenadines, the campaign celebrates relaxed Caribbean lifestyle with an eclectic, spirited twist that’s uniquely Tommy. Set against a backdrop of turquoise waters and white sand beaches, the signature style combines laidback island ease with a sophisticated touch; it’s iconic holiday style at its best.
Tommy Hilfiger sends warmest wishes from exotic Mustique, where Behati and her handsome crew of castaways are hitting the beach with spirit and style. Up a leafy palm or splashing in the surf, she’s a modern-day explorer ready to write her own adventures and lead the gang in hot pursuit of the good life. Island casual meets sporty cool, with an individual twist. Nautical red, white and blue meet native flora in sophisticated pieces with laid-back ease.
Think crocheted knits and candy-striped dresses. Embroidered seersucker shirts. Blazers and button-downs, layered over wild floral polos. “Our Spring ’16 campaign is inspired by the eternal island vacation,” said Tommy Hilfiger. “My family and I have always loved the Caribbean, and Mustique in particular is our favorite place to spend time together. This season, we channel this ‘island life’ inspiration into our colorful, cool campaign with an eclectic twist. We mix nautical and tropical influences with sun-washed palettes and athletic accents; it’s all about a relaxed beach holiday with a glamorous touch.” Wish You Were Here is photographed by Craig McDean, styled by Karl Templer and creatively directed by Trey Laird of Laird + Partners.
“Our Spring 2016 advertising campaign embraces our brand’s unique visual identity and signature ‘twist’ that’s irreverent, playful and cool,” said Avery Baker, Chief Brand and Marketing Officer for Tommy Hilfiger. “The campaign also reflects our new women’s direction and strategic commitment to expanding our women’s businesses globally. We see a strong potential for additional growth across all women’s categories, and this campaign is a key element in our efforts to ensure consistency across all brand touchpoints. We’re further extending our reach through investment in digital, print, outdoor and direct marketing channels.”
Photographed in Mustique, an island in St. Vincent and The Grenadines, the campaign stars supermodel Behati Prinsloo – who returns as a brand ambassador for the third consecutive season – with a handsome crew of castaways: Miles McMillan, Marlon Teixeira, Nathan Owens, Jordan Barrett, and Darius Trabalza Haynes. Hair was done by Tomo Jidai and makeup by Francelle Daly. Wish You Were Here will break worldwide in March 2016 with a multimedia program that includes online, print, outdoor and social media. The campaign will appear in full print ads running globally in top fashion publications such as Vogue, ELLE, Vanity Fair and Esquire, in addition to key websites, affiliate social media channels and supplements such as Sunday Times Style.