Hilfiger’s New Ad Campaign Embraces “Twisted” Heritage

Words we would used to describe Hilfiger, as a brand: All-American. Classic. Sporty. Preppy. Words we wouldn’t: Twisted. But that’s exactly what designer and founder Tommy Hilfiger claims is the ethos of the brand’s “25-year heritage” and the inspiration behind a new, interactive ad campaign.

“This is the first campaign to truly capture the brand’s 25-year heritage of twisted, pretty American sportswear,” Hilfiger told WWD.

“Meet The Hilfigers” falls somewhere between a Wes Anderson movie and “Arrested Development”, and featuring a cast of 16 semi-dysfunctional family members. The brainchild of advertising company Laird + Partners, the campaign kicks off with 10-page inserts in Vogue, GQ, Harper’s Bazaar and Vanity Fair, depicting the family’s slightly off-kilter tailgating party.

While Hilfiger might be somewhat delusional about his brand’s “twisted” history, the campaign is a cool idea — if hindered by a few missteps here and there. We’re not sure how interestingly dysfunctional the family is, so much as it suffers from a particular brand of rich quirkiness that can get tiresome if not handled lightly enough. Think NYC Prep versus Gossip Girl.

And though the interactivity is well thought out — some of the characters will have their own Facebook and Twitter pages, others will be part of online features such as “Chloe’s Closet” and “Morgan’s [one of the basset hounds] Must-Haves” — we’re still stuck on the image of young, wealthy, white kid wearing a feather headband and captured mid-war cry mimic.

Fashion loves to be provocative, but sometimes it’s just plain, old offensive.

What do you think?

[More images at WWD.]

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