In the recent Tommy Hilfiger ad campaigns, they have really taken the prep persona to a new level. I loved the holiday campaign, "Feastus Interuptus,"featuring a fictitious prep family on a winter picnic out of the trunk of a woody. It featured tartans, ties, and not to mention signet rings. Set to the tune of Vampire Weekend's "Holiday" it set a new standard for a more youthful, preppy direction of the company.
In their most recent campaign, "Backyard Adventure," for the limited edition Tommy Spring/Summer Collection they continue the tradition of bright colors and layers of texture with a new posse of preppies. The six characters range in tongue-in-cheek named prep personalities, from Barbara, "the sexy tomboy" to Rene "the bodacious bohemian" each styled in a different look. There are even mini biographies of each person with their favorite book, song, movie, and activities based on their persona. It really takes lifestyle branding to a new high.
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| Image via Tommy Hilfiger |
On the interactive website they were definitely going for an 80s vibe, featuring playlists for each persona on tape cassettes, which are actually really good (I recommend River "the Sexy Nerd's"). You can also check out a video and photos from the shoot in California.
In some aspects I think the campaign is a little over the top in prepdom - then again, I'm not complaining.
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