Tommy Hilfiger must be a firm believer in the Sixties slogan that “Things Go Better With Coke.”
Hilfiger, which is owned by PVH Corp., and The Coca-Cola Co. said Monday they are launching The Tommy Jeans Coca-Cola capsule collection, a special re-edition of the styles Hilfiger designed in 1986 to create the very first Coca-Cola Clothes collection, under Murjani International.
The women’s and men’s Tommy Jeans Coca-Cola capsule collection will be available at select Tommy Jeans stores worldwide, select wholesale clients and online at tommy.com, beginning April 5. It is a one-season collaboration.
Avery Baker, chief brand officer of Tommy Hilfiger, said, “The Tommy Jeans Coca-Cola capsule collection celebrates an iconic milestone in Tommy Hilfiger’s history.” She called the Coca-Cola collection that was launched in the Eighties “bold, bright and instantly recognizable.”
“This re-edition builds on the originals, celebrating the optimistic and youthful spirit at the heart of both brands, while adding a modern street-style twist for the next generation,” Baker said.
Inspired by the original ad, the collaboration’s new digital campaign is set against a minimalist background. It was shot by Meinke Klein and styled by Luke Day. The ads feature a diverse group of personalities such as India Graham, Tyvanni Ebuehi, Zong Meng, Isabella Gallego, Kit Warrington, Mars Murray, Daniel Desmarais, Jiahe Zhang and Desire Mia wearing the designs. The campaign also features an interview with Hilfiger, which will be shared across social channels, where the designer reminisces about the creation of the original Coca-Cola Clothes.
The collection includes sweatshirts and T-shirts in royal blue, red, white yellow, teal and sky blue with a large Tommy Jeans and Coca-Cola logo across the chest. Other highlights are red shorts with a white logo panel up one side; a blue, red and white color-blocked T-shirt with logo; a white T-shirt with the logo in five different colors on the back; a red and white zip-front sports jacket featuring the logo across the front; the rugby shirt reinvented in a red and white or blue, white and turquoise colorway, and oversize hoodies emblazoned with the allover collage print of Coca-Cola and Tommy Jeans logo. Retail prices range from $49.90 to $139.
Michelle Moorehead, general manager, global licensing and retail for The Coca-Cola Co., added, “This contemporary expression of Tommy Hilfiger’s original collaboration with Coca-Cola brings these iconic designs into focus for a new generation. Our brands’ shared commitment to authenticity and optimism shines throughout this collection.”