Tommy Hilfiger is revisiting its musical past.
The PVH Corp.-owned brand, whose musical clientele spans TLC, Britney Spears and Destiny’s Child, to Bruno Mars and H.E.R., recently announced a Fall 2021 partnership with the music network Vevo.
The Tommy Jeans “Less Buzz, More Music” campaign shines a spotlight on the fall outerwear collection, while inviting audiences to “escape the buzz of today’s hyper-connected world” through music.
“The campaign builds on Tommy Hilfiger’s lifelong passion for music, with brand partnerships continuing to celebrate this influence since the ’90s. Inspired by this heritage, the campaign brings together edgy streetwear style with bold music content by Vevo,” the brand stated in a press release.
Featuring U.K.-based artists Ray Blk and Big Zuu, the campaign includes live video performances created for Vevo’s original content series Rounds, which highlights the growing hip-hop, rap and R&B scene in Europe. To maximize impact, the “Less Buzz, More Music” campaign will be amplified through genre-targeted rotational content, served on Vevo’s vast Connected TV network.
The connection between music and nostalgia is a sweet spot for the brand. Tommy Hilfiger recently launched a capsule collection with ViacomCBS Consumer Products, the arm that oversees MTV brand licensing and merchandising. The line included tees and sweaters featuring the music channel’s logo and characters from shows like “Beavis and Butt-Head.”
The “Less Buzz, More Music” campaign’s official kick-off took place in London last week with performances and a discussion panel about culture and inclusivity in the music industry.
The launch aligns with the arrival of the fall Tommy Jeans collection and mission to deliver “outwear out loud.” The collection offers puffer jackets made with organic cotton and recycled shell fabrics in color-popping shades of golden yellow and cobalt blue. The line also offers 100 percent recycled denim garments. The collection is available now online, at select Tommy Hilfiger stores and through select wholesale partners.