1-Hilfiger_Denim_Spring_2010_Campaign_2009 ... - Tommy Hilfiger

TOMMY HILFIGER ANNOUNCES ITS SPRING 2010
HILFIGER DENIM GLOBAL ADVERTISING CAMPAIGN
Featuring Matt & Kim – Brooklyn’s Hottest Up-and-Coming Indie Pop Band
NEW YORK, NY AND AMSTERDAM, THE NETHERLANDS (January, 2010) – Tommy Hilfiger
is pleased to announce its Spring 2010 global advertising campaign for Hilfiger Denim. The exciting new
campaign is an evolution of the global advertising direction, which debuted in Spring 2009, featuring young
American rock bands, such as The Virgins and The Films. Directed by Tommy Hilfiger’s in-house creative
team, the campaign was shot by acclaimed photographer Todd Cole, who effortlessly captures the young
American spirit that remains ever fun and playful.
“The Spring 2010 Hilfiger Denim campaign encapsulates the brand’s strong music heritage that unites
fashion with an authentic rock-n-roll lifestyle,” said Tommy Hilfiger. “As an indie pop band from New York,
Matt & Kim were the perfect band to collaborate with this season. Their vibrant stage presence was a
valuable contribution to the campaign’s electric music festival atmosphere.”
With music forming the core of the brand’s DNA, this season’s Hilfiger Denim campaign features Matt
Johnson and Kim Schifino, from the MTV award winning, Brooklyn-based indie pop band, Matt & Kim. The
captivating duo take to the stage at an outdoor rock concert, and give an energy-filled performance,
complete with stage diving and crowd surfing. Shot at Hollywood Park, a festival location in Los Angeles,
California, the campaign epitomizes the powerful essence of an outdoor rock concert, through the band
and crowd, and offers an exhilarating backdrop of clear blue Californian skies.
“We are thrilled to star in Hilfiger Denim’s latest advertising campaign,” said Matt Johnson. “Music is a lifelong
passion of ours and we are honored to share this with Hilfiger Denim. Their young and edgy styles and
brand DNA are a perfect match for us, and we commend Tommy Hilfiger for being one of the first
designers to mix music with fashion.”
The Spring 2010 Hilfiger Denim collection contains three fashion groups, including: Discovery One,
West Side and Soul Rider, while also introducing the Blue collection. The Hilfiger Denim collection is
inspired by America in the 1960s; a decade that introduced a new age of American life that saw social
change merge with creative renaissance and the progressive views of the next generation. The collection
contains highlights from the decade, including the rise and fall of the hippie movement and the space age
dream that influenced everything from film to fashion. This season translates the optimism and strength as
seen in the peace movements, civil rights actions, feminism, film, music and art of the era, into the cool
styles of Hilfiger Denim.
The Spring 2010 Hilfiger Denim collection will also be available on www.hilfigerdenim.com, which launched
earlier this year. Celebrating the long association between Hilfiger Denim and the music world,
hilfigerdenim.com brings together the distinctive fashion of Hilfiger Denim and the sounds of cutting-edge
artists and emerging talent. The newly launched website allows customers to view the cutting-edge Hilfiger
Denim styles while enjoying the music that inspired the designs.
The global Hilfiger Denim advertising campaign supports the brand’s strong musical background, as
illustrated most recently through Hilfiger Denim Live. This new music initiative launched earlier this year on
April 11 in Amsterdam, followed by a second edition on October 22 in Berlin. Two Hilfiger Denim Live
events are planned to take place in Europe in 2010; the first event will be headlined by Matt & Kim. The
Hilfiger Denim advertising campaign will break in key trade publications in January 2010. The core campaign
will also follow as of March in key fashion and lifestyle publications as double-page spreads.

Notes to Editors:
# # #
About The Tommy Hilfiger Group
With a premium lifestyle brand portfolio that includes Tommy Hilfiger and Hilfiger Denim, The Tommy
Hilfiger Group of Companies is one of the world’s most recognized designer apparel groups. The Group’s
focus is designing and marketing high-quality menswear, womenswear, children’s apparel and denim
collections. Through select licensees, the Group offers complementary lifestyle products such as
accessories, fragrances and home furnishings. Tommy Hilfiger Group merchandise is available to consumers
worldwide through an extensive network of dedicated retail stores, leading specialty and department stores
and other carefully controlled distribution channels. For additional information about the Tommy Hilfiger
Group of Companies, please visit www.tommy.com.
Matt & Kim
Matt and Kim are an indie pop duo residing in Brooklyn, New York. The group formed in 2004 and they
started playing local warehouse shows in Brooklyn. Their simple dance style rhythms and energetic
performances have gained them a substantial local following, and a formidable online presence through
social networking and media sites. The group released their first full-length self-titles CD in October 2006,
followed by their second album, Grand, which released on January 20, 2009.
In 2007, Matt & Kim performed at the Siren Music Festival in Brooklyn’s Coney Island and at Chicago’s
Lollapalooza, while also appearing on MTV2 as program hosts. More recently they have performed at the
Pitchfork Music Festival, Outside Lands 2009, and at the 25 th annual San Diego Street Scene. Their song
‘Daylight’ has featured in a Bacardi commercial as well as in the second episode of the NBC comedy,
Community, while ‘Cinders’ featured in episode two of the HBO series 24/7. In September, they won the
Breakthrough Video award for their video ‘Lessons Learned’ at the 2009 MTV Video Music Awards. Their
energy-filled performance also set the tone for the mtvU Woodie Awards show, which airs on December
4, 2009 on MTV, MTV2, and mtvU.
Hilfiger Denim Spring 2010 Global Advertising Campaign Shoot
Location: Hollywood Park
1050 South Prairie Ave
Inglewood, CA 90301
Shoot: October 22 and 23, 2009
Photographer: Todd Cole
Talent: Matt & Kim
Stylist: Mane Duplan
Hair Stylist: John Ruggiero
Make-Up: Darlene Jacobs