Gigi Hadid has confirmed that she will continue her relationship with the American brand Tommy Hilfiger. After releasing collaborations and ready-to-wear lines, it doesn’t come as a surprise that the brand ambassador has decided to stay.
Her role will stay the same as she will continue to expand the brand for womenswear on an international level. In keeping Hadid on the brand, the classic label seems to aim towards a younger, more hip audience. “Gigi is a force in the fashion industry and the ultimate Tommy Girl,” Tommy Hilfiger told WWD. “Her positive, down-to-earth energy and cool, effortless style continue to captivate her audiences around the world,” he stated. So far, the two have collaborated for various Tommy x Gigi collections including sporty styles, denim, and spring-inspired separates. In the future, it seems that Hadid will continue to collaborate in a design aspect for the brand.
“It has been a dream come true to work with Tommy Hilfiger, a brand that I genuinely love and have been a fan of my entire life,” said Gigi Hadid. “Collaborating with Tommy has been inspiring and an amazing introduction to the world of design. We’ve loved presenting our collections directly to our fans on the runway each season – it has been such a memorable experience that has been exciting to share with my followers.”
It’s likely that her digital following as well as her reputation as an “it-girl” is part of the reason that Tommy Hilfiger is inspired to keep working with Hadid. The model has a huge following in the millennial generation, including approximately 33.9 million Instagram followers. With positive results so far, Hadid seems to be helping the brand move forward. “The results continue to exceed expectations in every area of our business—from engagement with new audiences to increases in social media and press visibility to double-digit sales growth for two consecutive seasons,” Daniel Grieder, chief executive officer of Tommy Hilfiger Global and PVH Europe. The capsule collection that was presented in Venice, California sold out almost immediately, as it was part of their see-now-buy-now show according to Yahoo Style.
Currently, PVH Corp., parent company of the Tommy Hilfiger brand, has approximately over 8 billion dollars in 2015 revenue. If Hadid has helped bring exceeding results to the label, it can be assumed that PVH Corp.’s revenues have improved from that number in the current fiscal year. “The halo effect across the brand has positively impacted all divisions globally, and we’re excited to continue building on this success in our upcoming seasons,” Grieder continued to tell WWD. It’ll be interesting to see what fares next for the brand with Hadid on as ambassador, and whether this trend will continue.
Tommy Hilfiger has a long history of working with inspiring pop culture icons. Past collaborators have included David Bowie, Iman, Beyoncé, Naomi Campbell and Charlotte Gainsbourg. The brand has also garnered an impressive list of top models who have walked in its fashion shows including Bella Hadid, Kendall Jenner, Hailey Baldwin, Taylor Hill, Georgia May Jagger, Joan Smalls and Stella Maxwell, among others.
The Spring 2017 Hilfiger Collection and Tommy Hilfiger sportswear collections, including the TommyXGigi capsule, are available at Tommy Hilfiger stores globally, through select wholesale partners and online at tommy.com.
Photo: Tommy Hilfiger