Tommy Hilfiger has announced Grammy Award winners The Chainsmokers as the global brand ambassadors for Tommy Hilfiger menswear. Commencing this autumn, the pop music duo will be the faces of the company's menswear lines inclusive of Hilfiger Edition, Tommy Hilfiger Tailored and Tommy Hilfiger sportswear. “Like Tommy Hilfiger, we have always believed in celebrating individuality and breaking conventions,” The Chainsmokers say. “Tommy paved the way for collaborations between fashion and music, and we are excited to collaborate with a brand that aligns so closely with our own artistic approach and shares our passion for creating memorable experiences for our fans.” The duo's first campaign will include exclusive video teasers set to a custom-mixed music track by The Chainsmokers.
Since their formation in 2012, The Chainsmokers have already sold more than 10 million singles and were enlisted to add a youthful and contemporary edge to Tommy Hilfiger's menswear divisions. “The Chainsmokers are at the centre of modern pop culture and their music resonates with a global audience,” says Tommy Hilfiger. “I admire the way they have carved out a new niche that fuses indie, pop, dance, and hip-hop. Alex and Drew are truly the perfect definition of today’s Tommy Guy – their talent, optimism, unique sound and effortless cool have made them standout in the music world. We’re extremely excited to work with them in the fashion space.”
Hilfiger has a longstanding tradition of collaborating with music acts, using the likes of David Bowie and Beyoncé in previous advertising campaigns. “Tommy’s pioneering approach to fusing fashion and music is part of our menswear heritage,” says Daniel Grieder, CEO, Tommy Hilfiger Global and PVH Europe. “Our partnership with The Chainsmokers reflects the company’s strategic commitment to bring the next generation of Tommy Hilfiger consumers into our men’s business with exciting fashion collections, curated shopping experiences, and digital commerce convenience. Our menswear category remains a key area of focus as we look to unlock the full potential for the Tommy Hilfiger brand in all regions around the world.”