Hailey Baldwin, scooped up by IMG Models less than one month ago, stars alongside 17-year-old male model Lucky Blue Smith for Tommy Hilfiger‘s latest campaign. Both young models are well integrated into the age of social media, making the duo a key choice for the brand’s intent. This campaign was put together in order to officially publicize Tommy Jeans, the new denim-heavy capsule collection of the brand.
Tommy Jeans focuses on nostalgia by revisiting and revitalizing some of the most iconic styles from the ’90s, adding in a “fresh, youthful twist.” Besides the signature denim pants and shorts, the collection also features T-shirts with the iconic Tommy Hilfiger label, crew-necked sweatshirts, and large denim jackets. There are also womenswear-specific pieces to go along with the other unisex streetwear options, including high-waisted jeans, frayed shorts, dungarees, and even a bikini.
The ’90s is often thought of as one of the most nostalgic decades for many reasons, but its fashion was certainty one of a kind, making it easy to go back to and cite. There is just something so intriguing about looking to a set decade in the past to determine items for a new line, so seeing what Hilfiger came up with to celebrate this time in fashion history was rather inspiring in and of itself. The designer even cited his own personal reasons for turning to this era for the Tommy Jeans SS 2016 capsule collection.
“Reminiscing on the ’90s reminds me of some incredible memories – from our first collaborations with musicians and celebrities to our continued passion for pop culture,” Hilfiger began, as part of an official statement. “Our Tommy Jeans collection celebrates some of my favorite styles from our early years, updated for a new generation of Tommy fans.”
This collection is available on Tommy Hilfiger’s UK website right now, but won’t go live on Tommy.com (its U.S. website) or in U.S. stores until next week. But even though it is not yet totally available to the public, the collection has seen its time in the limelight already. Plenty of fashion influencers and fashion models have sported the looks in their day to day lives, such as duo Caroline Vreeland and Shea Marie, Jourdan Dunn, sisters Suki and Immy Waterhouse, Veronika Heilbrunner. Even with its limited time on the streets, the clothes in the line are already proving to be very inspiring for Hilfiger customers, as the collection is channeling the best aspects of the brand from the past and the present.
Photos courtesy of Tommy Hilfiger