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New England Preppies

NEW YORK — Tommy Hilfiger’s fall advertising campaign plays homage to wholesome, homespun roots of New England.<br><br>Although the ads were shot in California, they are set against mountain ranges, blue skies, white picket fences and a...

NEW YORK — Tommy Hilfiger’s fall advertising campaign plays homage to wholesome, homespun roots of New England.

Although the ads were shot in California, they are set against mountain ranges, blue skies, white picket fences and a red barn. Emphasizing a palette of neutrals, camels and whites, the ambience is a change from previous campaigns that used bright colors and nautical-inspired imagery.

The campaign was created by Deutsch, the ad agency here, and shot by Carter Smith. It features Frankie Rayder, Liya Kebede, Gabriel Aubrey and Andre Brown, along with Jason Shaw and Karolina Kurkova.

“The whole idea was a country weekend in New England,” said Celia Visconti, senior vice president of marketing at Hilfiger.

Among the women’s sportswear looks shown are suede pants, corduroy pants, beefy turtlenecks, leather jackets, plaid skirts, cable-knit sweaters and quilted coats.

Visconti said the fall women’s and men’s sportswear budget is even to a year ago. For the second half of 2001, Hilfiger spent about $7.7 million on media for its women’s and men’s sportswear (excluding Tommy Jeans), intimate apparel, eyewear, sleepwear and robes, according to CMR, a Taylor Nelson Sofres Co.

Ads will appear in the September issues of In Style, Elle, Marie Claire, Vogue, W, Vanity Fair, Esquire, Maxim, FHM and Men’s Journal. The campaign will also appear on New York billboards, beginning next month.

Meanwhile, in other Hilfiger news, the designer intends to show his women’s and men’s spring/summer 2003 collections together on the runway at the Pavillion in Bryant Park on Wednesday, Sept. 18 at 10 a.m.

This story first appeared in the July 19, 2002 issue of WWD.  Subscribe Today.