Tommy Hilfiger taps The Chainsmokers as new ambassadors
The Chainsmokers will appear in a campaign for the brand.
Tommy Hilfiger has named musical duo The Chainsmokers as its new global menswear ambassadors.
The Grammy Award-winning pair, Andrew Taggart and Alex Pall, are set to team up with the fashion house for a global campaign starting in fall 2017. The advertisements will feature a limited edition co-branded item as well as Tommy Hilfiger Tailored garments and the brand’s sportswear lines.
“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,” Avery Baker, chief brand officer for Tommy Hilfiger told Business of Fashion, noting Alex, 32, and Andrew, 27, will draw in the perfect audience.
“They are relatable guys. That slightly younger consumer that is showing a ton of interest in the brand... We really believe that’s also the future of growth for the business.”
This collaboration comes after Hilfiger himself chose model Gigi Hadid to be his company's womenswear global brand ambassador, though unlike the blonde beauty it’s not thought The Chainsmokers will launch their own capsule collection.
Their partnership is set to launch at the same time Tommy Hilfiger’s collaboration with tennis player Rafael Nadal, who has been global menswear ambassador since 2014, will come to an end.
The label will be giving more emphasis to its menswear offerings during the TommyNow runway show in London this September (17), showing pieces for guys alongside womenswear for the first time in seven years.
“We are seeing an amazing impact that the (TommyNow) platform has on younger consumers,” Baker added. “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.”
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