11 / 14 — Creative Direction
Tommy Hilfiger Varsity
’70s prep, taken from the first mood board all the way to the runway.
I led creative direction for the season and concept design for apparel, setting the story that carried through the collection, the runway show and the campaign.
The inspiration was ’70s prep, especially the easy, collegiate style of Love Story. I built the season around it, from mood boards and trend direction to head-to-toe pattern, sport-inspired details and a red, white, blue and brown color story.
Those ideas became a collection of varsity knits, plaid tailoring, faux fur and football-inspired leather, shown on a full-scale football field built for the runway.
The inspiration
Mood boards and trend direction rooted in ’60s and ’70s prep, from street style and film to pattern and color.
The collection
Concept sketches by the design team, turning the inspiration into key looks.
The runway
A full-scale football stadium, complete with scoreboard, goalposts and locker room tunnels.
The details
Up close on the collection: faux fur, varsity stripes, plaid and a jersey-numbered clutch.
The campaign
The season carried into the global campaign, set on a college football field.
Credits
- Season Creative Direction & Apparel Concept Design
- Ryan O'Connor
- Runway Production
- KCD
- Campaign Photography
- Craig McDean
- Campaign Creative Direction
- Laird & Partners