Tommy Hilfiger announces their latest collaboration with illustrator, Hattie Stewart for their Spring 2021 Kids collection. The campaign is vibrant, playful and packed full of fun; designed for the mini adventurer’s summertime relaxed and outdoor discoveries.
The collection features skate park style and graphics that run through boys’ T-shirts and jersey sweaters. For girls, soft cotton, terry coordinating sets and branded tape dresses are made for warm days spent roller skating. Essential hoodies ranging from preppy to sporty to modern, add an edgy twist to casual-cool looks. Drawing from Miami’s iconic neon and pastel landmarks, pops of colour elevate the season’s graphics, patterns and fabrics, complimenting the brand’s signature red, white and navy colour palette.
Here’s a short Q&A with Hattie telling us more about the inspiration behind the collection.
What was the inspiration behind the illustrations on the SP21 Kids campaign?
Fun! I wanted to capture the spirit of play and running wild by bringing the fun characters to life – show that imagination allows for an entire world to come from absolutely nothing. As for the particulars, I worked with characters that would celebrate the collection – nature, the outdoors etc. – and mirror their playful designs in a collaborative way.
What themes play out in the campaign?
Being outdoors! Exploration and adventure were most definitely the key themes for this campaign. The imagination and playful curiosity of kids when playing outdoors is endless and we wanted to capture that inquisitive spirit. The illustrations bring the sun, sea and flowers to life, and are a fun way to show that there are many worlds to discover in our everyday environment.
What three words would you use to describe the campaign?
Warm. Cheeky. Fun!
Where have you been finding inspiration in the last few months?
I’m finding a lot of inspiration in the creativity of other artists during this period. It’s been cool to see some interesting work come from this unforeseen solitude. Although the last few months have been incredibly challenging for many, It’s nice at least to see creativity hasn’t been hindered too greatly and in some ways has thrived but I guess difficult times calls for creative thinking. It’s also been good to actually take a step back, create the work I actually want to make and have fun again, rather than just creating for creation’s sake.
What do you hope consumers take away from this campaign?
Joy! I hope that everyone, young and old get a sense of joy and wonder from this campaign. It was so much fun to put together and to bring some of my characters to life in such a playful way – so I hope everyone enjoys it as much as I did creating it.
The collection is available online and in Tommy Hilfiger stores worldwide.
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