Tommy Hilfiger taps Coca Cola for '80s capsule reboot
Tommy Hilfiger is taking it back to the 80s with the launch of The Tommy Jeans Coca-Cola capsule collection.
A remake of an original 1986 clothing collaboration between the two iconic American brands, the women’s and men’s collection will launch on April 5 and will be available at select Tommy Jeans stores worldwide, select wholesale clients and online at tommy.com.
The line includes everything from sweatshirts and T-shirts to shorts and a zip-front sports jacket that stays true to the original collection with a bold colour palette of royal blue, red, white yellow, teal and sky blue. The Tommy Jeans and Coca-Cola logo can equally be found prominently across several pieces.
"The Tommy Jeans Coca-Cola capsule collection celebrates an iconic milestone in Tommy Hilfiger's history," said Avery Baker, chief brand officer at Tommy Hilfiger Global, in a statement. "The Coca-Cola collection that we launched in the ‘80s was bold, bright, and instantly recognizable. This re-edition builds on the originals, celebrating the optimistic and youthful spirit at the heart of both brands, while adding a modern street-style twist for the next generation."
The collection launch includes a new digital campaign shot by Meinke Klein and styled by Luke Day. Several personalities such as India Graham, Tyvanni Ebuehi, Zong Meng, Isabella Gallego, and Kit Warrington to name a few, were chosen to model the designs.
Retail prices for the collection will range from $49.90 to $139.
Tommy Hilfiger, which is owned by PVH Corp, has been capitalizing on its strong momentum. Its latest collaborative collection with Zendaya showed in Paris last month. Most recently, the company also announced the launch of Tommy Sport, its new athletic apparel line for men and women.
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