Being one of the most recognised fashion groups in the world, Tommy Hilfiger’s history is closely linked to collaborations with icons from pop culture in the world of fashion, music, art and entertainment. In the ‘90s, Tommy Hilfiger was one of the first designers to unite fashion and celebrities, from Aaliyah to Mark Ronson or Usher. It is therefore fair to say that the American brand has always had the chameleonic spirit to adapt to the fashion of the moment without losing its core identity of fusion with pop culture.
“The Tommy Jeans x Coca-Cola capsule collection celebrates an iconic milestone in Tommy Hilfiger’s history”, said Avery Baker, the Chief Brand Officer of Tommy Hilfiger Global. “The Coca-Cola collection that we launched in the ‘80s was bold, bright, and instantly recognisable. This re-edition builds on the originals, celebrating the optimistic and youthful spirit at the heart of both brands, while adding a modern street-style twist for the next generation.”
Accordingly, this new capsule reissues pieces from the ‘80s collection with new silhouettes that have been updated for a contemporary aesthetic, and a new logo that fuses both iconic Tommy and Coca-Cola logos. The range which spans t-shirts, sweaters, shorts and polo shirts on a colour palette of royal blues, reds, whites and yellows, retains all the American vibe of the original collection.
Inspired by the original advertisements, the respective digital campaign is committed to a minimalist background and celebrates the inclusive spirit of Tommy Hilfiger's identity. The images were photographed by Meinke Klein and styled by Luke Day, featuring India Graham, Tyvanni Ebuehi, Zong Meng, Isabella Gallego, Kit Warrington, Mars Murray, Daniel Desmarais, Jiahe Zhang and Désiré Mia.