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Tommy Hilfiger Announces Global Fall 2012 Advertising Campaign

Global multi-media ad campaign to feature ‗The Hilfigers‘ at Hilfiger Hunt Club

NEW YORK, NEW YORK (JUNE 11, 2012) - The Tommy Hilfiger Group, which is wholly owned by PVH Corp. (NYSE: PVH), announces its Fall 2012 global advertising campaign, Hilfiger Hunt Club. Featuring The Hilfigers – the beloved all-American family at the heart of the brand‘s marketing strategy – the new campaign takes the notorious group of eclectic characters far out of the city and into the country for the first grand foxhunt of the season. Now in its fifth season, The Hilfigers campaign remains the ultimate personification of the preppy heritage and irreverent spirit of the Tommy Hilfiger brand. The campaign is photographed by Craig McDean, styled by Karl Templer and creatively directed by Trey Laird of Laird + Partners.

Sound the fox horn. Round up the Morgans and the rest of the pack. Try to keep Noah out of the barn and Lea off of her horse. The tackroom is taken by Sam. The stableboys are all about Jax. Bernard is gunning for the prize. Eric‘s tallying up the game cards. Meanwhile, Chloe‘s got a little secret with a cold nose and a bushy tail. So get out your Wellies and tweed, jodhpurs and those adorable little hats. The game‘s afoot… the fox is out of the bag… and oh, tally-ho, it‘s going to be glorious!

―For the Fall campaign the old gang is back again,‖ said Tommy Hilfiger. ―The Hilfigers are up to their usual shenanigans with a quirky take on a classic hunt club. There‘s no better setting to highlight the town meets country inspirations, sporting life influences and military detailing of the Fall 2012 Runway Collections.‖

―The Hilfigers advertising campaign remains the cornerstone of our marketing strategy, guiding a consistent global creative vision for the brand,‖ said Avery Baker, Chief Marketing Officer for Tommy Hilfiger. ―The campaigns have an iconic presence in our markets around the world, and the brand‘s classic, American, cool heritage and long history of infusing an unexpected twist to preppy tradition is resonating globally.‖

Photographed in Warrenton, Virginia with hair by Eugene Souleiman and makeup by Mark Carrasquillo, the campaign features a similar cast of eclectic characters from past campaigns: Noah Mills with Jacquelyn Jablonski, Max Rogers, Andre Douglas, Bernard Fouquet, Chloe Blackshire, Arthur Kulkov, Gracie Carvalho, Julia Hafstrom, Lea Sorensen, Marcel Castenmiller, Sam Way and two Basset Hounds named Morgan IV and V. New additions to the family this season include Toni Garrn, Tao Okamoto and Thomas Gledhill.


Some little girls play dress-up. Toni played dressage, instead — meaning she was to the saddle born. But she can also be … unpredictable, so approach with care. Toni missed the Olympics team by a nose due to a misplaced Hunt cap, later ‗discovered‘ under Thomas‘ lower bunk. But that‘s all in the past…. Now, it‘s a quick canter back to the stables and, well, there is always that new trainer from Argentina to keep things interesting. Tally ho!


Tao‘s been thinking outside the box for a long time. But she likes to play it cool. Classic on the outside, cool on the outside, too. Luckily, she was able to arrange a sabbatical from her job at the Tokyo Aquarium brushing the sharks‘ teeth. So she‘s stateside with the global family for at least a year. All the galloping and jumping has been a thrill. For some unexplained reason, she insists on only riding

sidesaddle and gives her horse commands in Japanese (which somehow he understands). Still, Omotesando is calling…


Thomas is the 4-foot king of Hilfiger mischief. Chloe is his nemesis one day and his partner in crime the next. Lately, Lea‘s jodhpur-cleaning bills have kicked down the barn door from all the Gin-monade Thomas has upset in her lap. Then there was that incident where Thomas, with the best of intentions, spray-painted Toni‘s palamino British Racing Green to match the vintage Aston Martin that Marcel got for graduation from steeplechase school. And unbeknownst to anyone yet, Thomas is testing new school colors on the Shetlands.

―What I love so much about working on the Tommy Hilfiger campaign is developing a continuous narrative story that can play out over multiple seasons,‖ said Trey Laird. ―The Hilfiger Hunt Club is an eccentric and lively backdrop for the twisted take on the sporting "Good life" that Tommy has so beautifully created for Fall.‖

Hilfiger Hunt Club will break worldwide Fall 2012 as a multi-media program with an online, print, outdoor and social media presence. Starting with the September 2012 issues, print ads will run in key fashion publications such as Vogue, GQ, Vanity Fair, InStyle, ELLE and Harper‘s Bazaar, with multi-page inserts in select issues. U.S. and key European cities such as Amsterdam, Brussels and Zurich will have outdoor campaigns, while and the brand‘s Facebook and Twitter channels will feature the campaign.

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About The Tommy Hilfiger Group

With a premium lifestyle brand portfolio that includes Tommy Hilfiger, Hilfiger Denim and Tommy Girl, the Tommy Hilfiger Group is one of the world‘s most recognized designer apparel groups. Its 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 sportswear for men, women, juniors and children; footwear; athletic apparel (golf, swim and sailing); bodywear (underwear, robes and sleepwear); eyewear; sunwear; watches; handbags; men‘s tailored clothing; men‘s dress furnishings; socks; small leather goods; fragrances; home and bedding products; bathroom accessories; and luggage. The Hilfiger Denim product line consists of jeanswear and footwear for men, women and children; bags; accessories; eyewear and fragrance. Merchandise under the Tommy Hilfiger brands is available to consumers worldwide through an extensive network of Tommy Hilfiger retail stores, leading specialty and department stores and other select retailers and retail channels.

About PVH Corp.

PVH Corp., one of the world‘s largest apparel companies, owns and markets the iconic Calvin Klein and Tommy Hilfiger brands worldwide. It is the world‘s largest shirt and neckwear company and markets a variety of goods under its own brands, Van Heusen, Calvin Klein, Tommy Hilfiger, IZOD, ARROW, Bass and G.H. Bass & Co., and its licensed brands, including Geoffrey Beene, Kenneth Cole New York, Kenneth Cole Reaction, MICHAEL Michael Kors, Sean John, Chaps, Donald J. Trump Signature Collection, JOE Joseph Abboud, DKNY, Ike Behar and John Varvatos.

For further information:

North America:

Zach Eichman

Vice President, Corporate Communications

T +1 212 548 1938

Virginia Ritchie

Communications Manager

T + 1 212 548 1978


Abdel El Hamri

Sr. Director, Marketing & Communications

T +31 20 589 5701

Kimberley Witcomb

Director of Communications, Europe

Tel: +31 (0) 20 589 5714

Asia Pacific:

Eric Reed

Vice President, Marketing & Communications

T +86 21 2213 9898 ext 8152

Latin America:

Kim Alves

Director, Marketing & Communications Latin America

T +1 212 548 1773



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