NEW YORK, United States — One month after extending its partnership with ambassador and “Tommy Girl” Gigi Hadid for an additional two years, Tommy Hilfiger is signing on a pair of influential chart-toppers to boost its menswear business. Starting in Autumn 2017, the Grammy winning duo Drew Taggart and Alex Pall, also known as The Chainsmokers, will partner with the brand for a global campaign.
“They really represent the young modern guy that is our consumer, and music is one of the best ways to enhance that engagement and that connection today,” said Avery Baker, chief brand officer for Tommy Hilfiger, explaining that the duo's authenticity and accessibility resonates with Tommy Hilfiger’s democratic brand identity.
“They are relatable guys,” Baker said. Especially for the brand’s growing consumer base of men under the age of 35. (Read: Millennials and Gen Z.) “That slightly younger consumer that is showing a ton of interest in the brand… We really believe that’s also the the future of growth for the business,” she said.
In September, the brand’s “TommyNow” in-season runway show in London will include menswear in addition to womenswear (and the Gigi Hadid capsule collection) for the first time since 2010. Menswear represents 60 percent of Tommy Hilfiger’s global business.
“We are seeing an amazing impact that the [“TommyNow”] platform has on younger consumers,” Baker said. “It’s not only women who have their eyes on exciting moments and fashion experiences…. It felt like a very natural next step to be able to speak to our menswear fans.”
The Chainsmokers campaign will include a limited edition co-branded item and will feature the Hilfiger Edition (ready-to-wear), Tommy Hilfiger Tailored (suiting) and Tommy Hilfiger sportswear lines. However, there are no current plans to launch a men's capsule collection along the lines of what Hilfiger has done with Hadid. By the time it launches this falls, the brand’s partnership with tennis champion Rafael Nadal, global menswear ambassador since 2014, will be terminated.