Tommy Hilfiger, a high-end fashion brand owned by PVH Corp, has roped in celebrated pop music duo The Chainsmokers as its global brand ambassadors.

The Chainsmokers, comprising Alex Pall and Andrew (Drew) Taggart, will also represent Hilfiger Edition, Tommy Hilfiger Tailored and Tommy Hilfiger sportswear, beginning Fall 2017, said a statement from the company.

The Grammy award-winning duo brings a modern, youthful twist to the brand’s more than 30-year global menswear legacy, it said.

The campaign was photographed by Lachlan Bailey in San Francisco, and exclusive video teasers will be set to a custom-mixed music track by The Chainsmokers, it added.

Breaking globally in Fall 2017, the integrated men’s campaign includes print, online and out-of-home media placements, and is supported by unique consumer activations and experiential events that continue to bring the brand’s unique perspective on pop culture to life around the world.

Tommy Hilfiger, principal designer of the group, said: “The Chainsmokers are at the centre of modern pop culture and their music resonates with a global audience.”

“I admire the way they have carved out a new niche that fuses indie, pop, dance, and hip-hop. Alex and Drew are truly the perfect definition of today’s Tommy Guy – their talent, optimism, unique sound and effortless cool have made them standout in the music world. We’re extremely excited to work with them in the fashion space,” he said.

Daniel Grieder, CEO, Tommy Hilfiger Global and PVH Europe, said: “Our pioneering approach to fusing fashion and music is part of our menswear heritage.”

“Our partnership with The Chainsmokers reflects the company’s strategic commitment to bring the next generation of our products consumers into our men’s business with exciting fashion collections, curated shopping experiences, and digital commerce convenience,” he said.

“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,” he added.

The Chainsmokers said: “Like Tommy Hilfiger, we have always believed in celebrating individuality and breaking conventions.”

“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,” they added. – TradeArabia News service