Beyond dominating the 2017 Billboard Music Awards with 22 nominations (and three wins) and electrifying sets for their Memories Do Not Open tour — which includes 100,000 pounds of lighting fixtures — Grammy-winning dance duo The Chainsmokers are making their mark in fashion as brand ambassadors for Tommy Hilfiger.
A series of black-and-white images snapped by fashion photographer Lachlan Bailey in San Francisco is set to debut this fall, when Alex Pall and Drew Taggart will represent the all-American label’s classic and fresh menswear collections, including Hilfiger Edition, Tommy Hilfiger Tailored, and Tommy Hilfiger sportswear.
“Like Tommy Hilfiger, we have always believed in celebrating individuality and breaking conventions,” The Chainsmokers said in a release announcing the team-up. “Tommy paved the way for collaborations between fashion and music, and we are excited to collaborate with a brand that aligns so closely with our own artistic approach and shares our passion for creating memorable experiences for our fans.”
For designer Tommy Hilfiger, collaborating with The Chainsmokers is a natural fit because they “are at the center of modern pop culture and their music resonates with a global audience,” adding that he admires their unique and chart-topping sound. “Alex and Drew are truly the perfect definition of today’s Tommy Guy — their talent, optimism, unique sound and effortless cool have made them stand out in the music world. We’re extremely excited to work with them in the fashion space,” Hilfiger says.
The company has a long history of working with musicians from all genres, including Aaliyah‘s 1996 Tommy Jeans campaign, David Bowie and his supermodel wife Iman’s 2003 H by Tommy Hilfiger campaign and sponsorship of Britney Spears and Lenny Kravitz tour wardrobes.
According to Daniel Grieder, CEO of Tommy Hilfiger Global and PVH Europe, “Tommy’s pioneering approach to fusing fashion and music is part of our menswear heritage,” adding that the partnership “reflects the company’s strategic commitment to bring the next generation of Tommy Hilfiger consumers into our men’s business with exciting fashion collections, curated shopping experiences, and digital commerce convenience. Our menswear category remains a key area of focus as we look to unlock the full potential for the Tommy Hilfiger brand in all regions around the world.”
Check out a sneak peek of the campaign below: