New fragrance, “THE GIRL” BY TOMMY HILFIGER launches with Gigi Hadid as the campaign star – now we have the full campaign pic and film…

As previewed on Duty Free Hunter (see story) Tommy Hilfiger has announced the launch of THE GIRL by Tommy Hilfiger, a new eau de parfum and campaign featuring Gigi Hadid, Tommy Hilfiger’s global ambassador for womenswear, accessories and fragrance. Launching in July 2016 in travel retail, the new scent is anchored in a dynamic digital campaign, which reflects her optimistic attitude, confidence and effortlessly cool style. As part of her ambassadorship, Hadid has also teamed with the iconic American designer to create her first capsule collection, which further celebrates her modern take on style fused with Hilfiger’s signature “classic American cool” heritage.


“THE GIRL” means being true to yourself and having fun while you’re at it,” said Gigi Hadid. “For me, that’s appreciating every moment, laughing at myself, and surrounding myself with everything that makes me feel happy.”


Inspired by Hadid’s free-spirited and magnetic personality, THE GIRL by Tommy Hilfiger is crisp and fresh. The scent opens with a burst of green pear, violet leaf and green fig leaves before moving to the heart of velvety jasmine petals and silky muguet. Cedarwood and cashmeran envelop the fragrance for its signature finish that captures Hadid’s unique sense of individuality and confidence.


THE GIRL by Tommy Hilfiger advertising campaign will be unveiled in July 2016 with dedicated print and online media placements worldwide, and it will be further complemented by an extensive digital program shared globally via Tommy Hilfiger’s and Gigi Hadid’s social channels. Inspired by Hilfiger’s iconic East Coast aesthetic fused with Hadid’s relaxed Californian twist that’s laidback and cool, the campaign was shot by photographer Mikael Jansson in New York City.

“It’s fun to be in a campaign that’s seductive yet lighthearted and playful,” says Gigi Hadid. “I can’t wait for everyone to see what we shot – there are a lot of surprises to come!”


THE GIRL by Tommy Hilfiger Eau de Parfum will be available at Travel Retail locations in Europe, The Middle East and Africa from July 2016 and in Asia Pacific from August 2016.

The fragrance packaging boasts Tommy Hilfiger’s signature nautical theme, with a brightly-coloured anchor and a golden cap inspired by the buttons on a sailor’s coat.

Dubbed a “social supermodel,” Hadid has been credited with reshaping the world of modeling in the 21st century, and reinventing the role of the supermodel in millennial culture. Through the incredible reach of her social media channels, she connects with fans around the world – over 15 million on Instagram alone – and offers them a unique, “behind-the scenes” glimpse into her lifestyle as a trend-setting style icon. She has appeared on the covers of Vogue, W, Harper’s Bazaar, Elle, Teen Vogue, Numéro, Schön!, and CR Fashion Book, amongst others, and has also appeared in music videos and television programmes around the world.


Campaign images and video released: