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Fresh Tommy in New Ads

In the past, Hilfiger has done various campaigns for different product categories and markets, leading to a sometimes-fragmented brand message.

PARIS — Tommy Hilfiger has gone fishing — ice fishing, to be precise — for his fall-winter advertising, presenting a new global image, and a freshly chilled one, for the American sportswear brand.

Shot by photographer Dewey Nicks in Canada’s frozen Yukon, the campaign spans all of Hilfiger’s collections for women, men and children, including licensed products. “The setting of this campaign is much more extreme and dramatic than in previous seasons,” Hilfiger said. “This adds a sense of allure and drama to the imagery, and ultimately to the product.”

In the past, Hilfiger has done various campaigns for different product categories and markets, leading to a sometimes-fragmented brand message.

“Showing a cohesive face of the brand internationally has always been our goal, and we are now back on track with that strategy,” said Avery Baker, executive vice president of global communications at Hilfiger, which now has its headquarters in Amsterdam under new owners Apax Partners. “We wanted to create imagery that would truly stand out in the clutter with its confidence and simplicity.”

Baker declined to disclose the budget for the fall-winter campaign, but said the media buy represents an increase over a year ago. The campaign is scheduled to break in August fashion magazines in the U.S., with European and Asian titles following in September, Baker said, noting there will be “consecutive spreads and gatefolds in fashion and lifestyle magazines around the globe.”

There will be outdoor elements, too, in various cities including New York, Milan, Berlin and Paris, where Hilfiger plans to open a flagship in the fall.

Meanwhile, ads for Hilfiger Denim and children’s wear will be concentrated online.

Hilfiger said his black and white “Manhattan collection” is prominently featured in the campaign. “It is the perfect collection to take our image beyond red, white and blue into the world of fashion as done in a Tommy way,” he said.

Baker said shooting in subzero temperatures on a lake coated in four-foot-thick ice required special outdoor gear for the crew and a complete temporary camp for stylists, hair and makeup artists. Models also had to be taught how to drive a dogsled.

The creative director of the campaign was Ferdinand van Alphen of Tommy Hilfiger Europe BV.