- Danielle Wightman-Stone |
Gigi Hadid has been named Tommy Hilfiger’s latest global brand ambassador, and to celebrate the model is to collaborate with the label on a capsule collection that will include fragrance, women’s sportswear, footwear and accessories, such as watches and sunglasses.
The capsule line is set to hit shops in the autumn of 2016 and will celebrate Hadid's “unique take on modern style, fused with Hilfiger's signature 'classic American cool' heritage,” according to the brand.
In addition to designing, Hadid will also walk at Tommy Hilfiger’s autumn/winter 2016 catwalk show during New York Fashion Week, star in the label’s ad campaigns, and attend launch events to promote the capsule collection in key markets as part of her global brand ambassador role.
The announcement is building on the strategic move for the American brand to expand its women’s business globally, with renewed design direction, store design, merchandising, presentation and communication to present a fresh new vision for Tommy Hilfiger womenswear. By teaming up with Hadid, currently the model-of-the-moment, the brand gets access to not only her name but her growing social media following, which includes more than 10 million followers on Instagram to expand its reach.
Tommy Hilfiger teams up with model Gigi Hadid
"I never thought I would be asked to design a capsule collection, so it still feels like a dream that Tommy approached me to collaborate," said Hadid. “His company is one that I genuinely love and have been a fan of for my entire life, and Tommy is the easiest, most fun person to work with. I have always looked up to his brand, campaigns and design style.”
Hadid added: “I think our collection celebrates the iconic Tommy lifestyle and mixes a bit of everything: there are styles that are really hippie-chic, styles that are sporty streetwear, and styles that are tomboy but girly; everyone's is going to love a different part of it.”
"I've known Gigi and her family for years, and it has been amazing to watch her grow into one of the world's top models and most-followed fashion influencers," explained Hilfiger. "Gigi has walked in our runway shows and now we are thrilled to continue our collaboration with her as the new face of Tommy Hilfiger womenswear and fragrance. She is truly the definition of today's 'Tommy Girl' - her magnetic personality is bright and always optimistic, and her style is confident, effortless and cool.”
2015 has been a whirlwind year for Hadid, she has fronted campaigns for H&M x Balmain, Versace, Topshop and Guess, as well as a number of magazine covers including Vogue UK, Teen Vogue and V, and this year she walked in the Victoria’s Secret catwalk show.
The capsule collection and fragrance campaigns will run later next year, and Hadid will sit alongside the brand’s other global ambassador tennis player Rafael Nadal. A dedicated social media campaign, #TommyXGigi has already been launched to promote the partnership.
Images: Tommy Hilfiger