Tommy Hilfiger

Tommy x Gigi

From collaboration to belonging.

A smiling model walks the runway wearing a black hoodie with a bold red and white design and white shorts, surrounded by glowing lights and an audience, with other models following behind.

Insight

Tommy x Gigi was an unexpected collaboration for Tommy Hilfiger: a bold move for a brand set on reaching a new, younger audience.

How could they breathe life into the partnership and make a statement that would kindle new relationships?

Idea

Invite fans to be part of the Spring ’17 collection, handing over control of the looks that hit the runway.

Take Gigi’s collection around the globe on the #TogetherTour, touching down in destinations such as Berlin, Dubai, Milan and Shanghai.

Bring the designs to life with local influencers who capture their city’s unique style and tell their stories through a series of city style guides.

Two people sit close together outdoors, each holding a smartphone. One person is looking at a photo of a child on their phone screen, while the other person is holding their phone in their lap.

Impact

Tommy x Gigi established loyalty and meaningful relationships with a new generation of brand-savvy women.

The brand gained 725k new members on social over a two-month period, 90% of whom were in the target audience. High double-digit growth was seen in retail and e-commerce performance versus the same period last year. Tommy Hilfiger, once the official outfitter of 90s hip-hop, is relevant all over again.