Stray Kids exemplifies Tommy Hilfiger’s vision of autumnal affinity.
Family for fall? How groundbreaking. No, but really — as autumn’s arrival marks a seasonal switch, Tommy Hilfiger enlists the most enduring aspect of nature for its fall 2023 campaign: the universality of connection. After all, what better way is there to celebrate togetherness and revel in fall’s cultural festivities than with the community of our choice?
View this post on Instagram
Tommy Hilfiger’s Always Together fall campaign is Tommy through and through. A spirit of community has always permeated its DNA, which makes the brand’s expedition of an on-the-nose formula one that works. Family here is neither mundane or too ordinary. In fact, it is through the mundane and ordinary whereby a contrast to its calibre of celebrities births a dynamism to the family-fall trope. For a label that long has roots within the community of music, the brand’s selection of celebrity faces for its campaign is unsurprisingly epic. From fresher faces to established acts, the Always Together campaign seeks out a different side of artists like SZA, Paloma Elsesser and VMA-winning K-Pop group Stray Kids.
View this post on Instagram
The array of “family” here goes beyond just delivering a seasonal-association of warmth and togetherness. Stray Kids — an eight-man K-Pop act that have established themselves with a recent VMA win; to pair with the flex of having the highest K-Pop album sales of all time — are by no means related. STAYs alike will know the boys instead for being united by a sense of esprit de corps and an effervescent spirit of brotherhood. Stray Kids’ role here is thus all-encompassing in illustrating the concept of “chosen families”; they exemplify fellowship.
With the hanok, a traditional house that recalls the South Korean Chuseok heritage, as a backdrop; Bangchan, Lee Know, Changbin, Han, Hyunjin, Seungmin, Felix and I.N. stand out and cosy up in Tommy Hilfiger’s signature range of American classics. While the boys are dressed in layers of latest-season American prep essentials, the campaign’s meanings of community and home have richer layers when contextualised to the label’s “brand values of belonging and inclusivity with a focus on family,” as per Tommy Hilfiger himself.
And as Always Together brings generational variety, so does the collection. Both the great outdoors and archival styles serve as references to its design. Red, white and blue; colours that radiate the brand’s American origins — are made contemporary with remixes in the shape of oversized silhouettes and the integration of the Tommy Tartan. 90′-original puffers are refreshed with bold branding and bolder colours, elucidating a larger vision of modern style, as per the Tommy Hilfiger standard.
The Tommy Hilfiger fall collection as worn by Stray Kids is now available online and in-stores islandwide. Once you’re done with this story, click here to catch up with our September 2023 issue.
RELATED ARTICLES
Grounds' Founder Mikio Sakabe on Life on Mars
