Queue The Nostalgia: The Tommy Jeans Coca-Cola Collection Is Back
American fashion designer Tommy Hilfiger debuted a gutsy marketing campaign when he launched his brand in 1985. Not only did it feature no models or any clothing, it included – sort of – the names of his three main competitors.
Designed by art director George Lois, it read: “The four great American designers for men are: R_ _ _ _ L_ _ _ _ _, P_ _ _ _ E_ _ _ _, C_ _ _ _ _ K_ _ _ _, T_ _ _ _ H_ _ _ _ _ _ _. In most households, the first three names are household words." The ad was, of course, referring to Ralph Lauren, Perry Ellis and Calvin Klein.
“Get ready for another," it continued. "His name (hint) is Tommy. The second name is not so easy. But in a few short months everybody in America will know there's a new look.”
The risk obviously paid off. And in fact, the original campaign image can still be found on Hilfiger sweatshirts sold today.
Merely one year after Tommy Hilfiger was established, the designer teamed up with arguably one of the most iconic American names in popular culture, Coca-Cola, designing the multinational’s first Coca-Cola Clothes collection.
This month, the two brands collaborate again, with a special re-edition of clothing items.
“The Tommy Jeans Coca-Cola capsule collection celebrates an iconic milestone in Tommy Hilfiger’s history,” said Avery Baker, chief brand officer at Tommy Hilfiger Global. “The Coca-Cola collection that we launched in the ‘80s was bold, bright, and instantly recognisable. This re-edition builds on the originals, celebrating the optimistic and youthful spirit at the heart of both brands, while adding a modern street-style twist for the next generation.”
The new campaign, featuring a diverse group of youthful personalities, was shot by photography duo Meinke Klein and styled by Luke Day, the fashion director at British GQ.
So, if you loved the originals, what exactly can you expect in 2019? Well, for starters, a more contemporary silhouette and an updated logo on sweatshirts and T-shirts in blue, red, white, yellow and teal. Also available are shorts, a zip-up sports jacket, oversized hoodies and a rugby shirt.
See more of the collection below.