Globe-Trotting Tommy Hilfilger, from Anglo to Angeles.

By Laura Medina

Tommy Hilfilger has been following a particular cross-cultural circuit of Brits working, living, and traveling back-&-forth between sunny, warm California and elegantly restrained London.  Tommy is picking the best of two worlds in fabrication and tailoring.

First up, his new Spring 2014 campaign celebrating the newest Tommy Hilfilger boutique outpost on sunny, warm Robertson Boulevard, the borderline between proper Beverly Hills and the emerging hotties of West Hollywood on 157 N Robertson Blvd., "The Hilfilgers."

It's his riff on the established plethora of "Only-in-Hollywood-family-reality-television-show" in the veins of the "Osbournes," and "Keeping Up with the Kardashians," or a quasi-family of friends clique such as "The Hills."

It's a reflection when East Coast Americans relocated to the sunnier, warmier environs of Southern California, learning to adapt preppy fundamentals of well-tailored garments in light-weight fabrics better to ventilate the heat in light-colored palettes to better reflect away the heat.

The Hilfigers are a beloved all-American family and friends who are at the heart of the brand’s marketing strategy.  The new campaign takes the irreverent group of eclectic characters, a.k.a friends, to the beaches of Malibu as The Hilfigers establish a preppy outpost on the Pacific.  How they adapt to the new surroundings is the whole story and campaign, setting the tone of what’s prep on a California beach. Wave-washed shorts, chambray-soft shirts, easy blazers, all in wet sea glass colors. Scuba chic takes a dive with neoprene bonded leather. So jump in the dune buggy, prepare for sand in your chinos, color blocks and sunblock, goggly sunglasses and Sea Breezes at sunset.

“This season we took The Hilfigers back to one of my earliest inspirations: the West Coast,” said Tommy Hilfiger. “In the Spring 2014 Collection, we looked at the preppy classics that we have loved throughout the years, and reinvented them with a modern, ‘West Coast’ spirit in mind. This campaign takes me back to summers I spent in California early in my career – in a uniquely Hilfigers way. I love taking the Hilfigers to different iconic location each season.”

For Spring 2014, the Tommy Hilfiger advertising campaign includes more video content than any previous season. Short videos of individual family members that capture The Hilfigers’ lively spirit and each character’s quirky take on iconic American tradition will be featured on the brand’s social media channels and on tommy.com. Product focused videos featuring The Hilfigers in pieces from the Spring 2014 collections will be integrated into in-store displays at select retail locations, and the campaign video will play in Tommy Hilfiger stores globally, fully immersing consumers in an engaging and elevated brand experience. Tommy.com and the brand’s Facebook, Twitter, YouTube, and Instagram channels will feature the behind-the-scenes campaign video and images.

“With The Hilfigers campaign, we continue to engage our audience across a wide range of media platforms,” said Avery Baker, Chief Marketing Officer of the Tommy Hilfiger Group. “The global print and outdoor campaign is complemented by a digital strategy that brings the unique spirit of The Hilfigers to life in a multi-dimensional way. In Spring 2014, shoppable videos capture the individuality of various family members’ personal attitude and style, and illustrate the youthful irreverence that has long been at the heart of the Tommy Hilfiger brand. The Hilfigers campaign continues to celebrate the international outlook of preppy style in a way only Tommy Hilfiger has achieved.

"Seeing the entire Hilfiger gang spilling out of vintage dune buggies was truly a sight to behold!” said Trey Laird, Laird + Partners Chief Executive and Creative Officer. “With dozens of surfboards, everyone in shades, a wetsuit-clad 11 year old, with zinc, and a loose attitude. The pure simplicity of the ultimate Malibu beach was the perfect backdrop for the family's Spring Break in the sun."

The campaign features a similar cast of eclectic characters from past campaigns: Arthur Kulkov, Tidou M'Baye, Max Rogers, RJ King, Marlon Texeira, Viggo Jonassen, Miles McMillan, Bernard Fouquet, Toni Garrn, Julia Hafstrom, Tian Yi, Cora Emmanuel, Lea Sorenson, Chloe Blackshire and two basset hounds named Morgan IV and V. The youthful spirit of the Spring 2014 collections comes through with a group of new characters that embody the preppy heritage and irreverent attitude of the Tommy Hilfiger brand. New additions to the family this season include Luke Willet, Jac Jagaciak and Janis Ancens.

The Hilfigers campaign is the ultimate personification of the preppy heritage and irreverent spirit of the Tommy Hilfiger brand. 

But remember, we're in the midst of Hollywood's high society season, the Awards Season...

Left, actor, writer and comedian Bill Hader wore a tailored collection navy two-button suit, white dress shirt, grey/navy/brown striped tie, silk pocket square and brown oxfords to attend and present at the Critics' Choice Movie Awards at Barker Hangar on January 16th.

Middle, actor James Marsden of Anchorman 2: The Legend Continues wore a tailored collection navy two-button suit, navy tie and brown double monk strap shoes to attend Entertainment Weekly’s pre-SAG Awards party at Chateau Marmont on January 17th.

Right, Cameron Silver, American fashion historian and Decades founder, wore a tailored collection burgundy velvet single-breasted tuxedo with black satin lapel and midnight tuxedo shirt to attend The Art of Elysium's 7th Annual HEAVEN Gala presented by Mercedes-Benz at Skirball Cultural Center on January 11th.

It's not only Hollywood celebrating Awards Season.  It's sets the tone for the rest of the world of when to celebrate each country's hometown talent and taste, such as the BAFTAs.

 

Tommy hosted a dinner earlier celebrating London's "Bright Young Things," as artist Tracey Emin and model David Gandy.

He calls British tailoring as the ancestor of Americana Preppy-ism that transcend generations. 

On Monday, January 6, at the Emin Room at Restaurant 34on 34 Grosvenor Square, London, W1K 2HD, Tommy Hilfiger co-hosted a dinner with Jonathan Newhouse, Chairman and Chief Executive of Condé Nast International, to celebrate the fourth season of London Collections: Men. 

 

Following a cocktail reception, guests enjoyed an intimate dinner at the newly opened Emin Room at Restaurant 34 in Mayfair.  Mr. Hilfiger and Mr. Newhouse welcomed an array of international fashion press, retailers,  and VIPs to the event. The Emin Room houses specially-commissioned art by celebrated English artist Tracey Emin, including tapestries, upholstery, paintings and neon lights.

 

“I am delighted to celebrate London Collections: Men for the fourth consecutive season,”

said Tommy Hilfiger. “Since starting my brand in 1985, prep has been my main inspiration, and as the birthplace of preppy style, England remains very close to my heart.  London Men’s has in a short time, established itself on the fashion calendar as an event not to be missed,” said Jonathan Newhouse. The range and depth of talent on display is extremely impressive. London has become a true fashion capital for menswear, and we at Condé Nast International are proud to give it our enthusiastic support.”

 

A year ago for his first London menswear show, Tommy infused punchy, citrus palette into traditional British fabrication and construction, Fall Winter 2013 Tailored collection during London Collections at The Zetter Townhouse, 49 St John’s Square, London EC1.

 

“I am delighted to be here in London to celebrate my Fall Winter 2013 Tailored collection during   London Collections: Men.  England is very close to my heart, and has always been a great source of inspiration to me with its rich heritage of tailoring. It’s an honor to be able to lend my support and celebrate the incredible talents in menswear design and I am proud to be one of several international brands who will be in the Capital to extend my support to London Collections: Men’s on a global level.” said Tommy Hilfiger.
 

 

It's London, Great Britain, gateway to Europe,...not America, the runway casting was not youth-obsessed as the Yanks.  Remember, they're British.  This collection better be functional and be a good wardrobe investment to make them spend that amount of money.  You gotta applaud the casting director for inserting real-life wearers of Tommy Hilfilger rainy outerwear to make this a believable collection to the real-life buyers.  No age discrimination here.

 

Let not forget the ladies...

 

 

Ms. Malin Akerman was wardrobed in a FW13 runway collection burgundy, silk slip dress by Tommy Hilfiger.

 

Ms. Rebecca Romijn was wardrobed in a special collection red jumpsuit by Tommy Hilfiger.

 

 

British Singer/Songwriter/Actress, Rita Ora wore Tommy Hilfiger while visiting the SoHo district of New York City.  Ms. Ora was wardrobed in a FW13 runway collection midnight, leather/cable knit sleeveless turtleneck sweater dress by Tommy Hilfiger.