H by Tommy
H: Tommy Hilfiger
Creative Director at B+N
How to balance brand evolution with heritage by crafting a unique identity through bold yet sophisticated design and marketing on elegance.
An old friend and Creative Director from Doyle Dane Bernbach, with whom I had collaborated on a Tommy Hilfiger pitch, reached out to me at B+N about an exclusive new line characterized by classic American design, luxurious fabrics, meticulous details, and sophisticated tailoring. This collection marked a shift for the brand, embracing a more upscale direction with a focus on evening wear for both men and women, departing from its traditionally relaxed, casual lifestyle.
The launch included an array of advertising and in-store imagery, a bold new “H” logotype, in-store highlights, and special events, partnering with Macy’s. With this collection, Hilfiger aimed to establish a career-focused aesthetic that clearly set “H” apart from the more casual “Tommy Flag Hilfiger” line, as it is referred to internally. The collection offered all the essentials for a polished look — including jackets, overcoats, and accessories — with a refined, youthful attitude. “It will be slightly younger than the competition,” he emphasized. The following is the original presentation.
Creative Direction: Kevin McPhee
Note: some imagery and videos were recreated using AI as the originals were low quality, lost, or damaged.
