Nice Ads: Tommy Hilfiger Launches 24/7 Hailey Baldwin & Lucky Blue Smith

Nice Ads: Tommy Hilfiger Launches 24/7 Hailey Baldwin & Lucky Blue Smith

The American brand incorporates a new social media-minded strategy for its Fall 2016 campaign

The American brand incorporates a new social media-minded strategy for its Fall 2016 campaign

Text: William Defebaugh

Tommy Hilfiger has just released its new Fall 2016 ad campaign starring models and social media influencers Hailey Baldwin and Lucky Blue Smith, both of whom also fronted the '90s-inspired Spring 2016 denim collection.

Photographed by Devyn Galindo, the new global campaign follows the social media stars as they galavant around Los Angeles, from Sunset Boulevard to a quick stop in Pink's Hot Dogs, invoking a day in the life of the two models. Expounding on Baldwin's and Smith's extensive social media power—together their reach is around 8.5 million—the campaign had an interactive element as well. Back in April, Tommy Hilfiger invited fans to send in creative Snapchats petitioning to be a part of the project, five of whom were ultimately chosen to attend the shoot and make their own recordings of the experience.

According to a press release, the engaging strategy and overall aesthetic of the campaign are meant to celebrate a more "millennial-minded spirit"—which seems to be a new focal point for the brand (it recently tapped Gigi Hadid as the face of its new fragrance). See the full campaign below.

Credits: Photos courtesy of Tommy Hilfiger.

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