Welcome to The Spotted Review, our ongoing series where we analyze and grade the strength of the latest brand and celebrity partnerships — powered by data and research.
In our latest edition, The Spotted Review Team examines Tommy Hilfiger’s new partnership with supermodels Hailey Baldwin and Winnie Harlow.
Download this edition of The Spotted Review now to gain access to exclusive insights into the partnership, including:
- The overall strength of the partnership between Tommy Hilfiger and Hailey Baldwin and Winnie Harlow
- The overlap between Tommy Hilfiger’s online audience and the online audiences of Hailey Baldwin and Winnie Harlow
- The relevance, momentum, and social follower growth of Hailey Baldwin and Winnie Harlow
- The brands Hailey Baldwin and Winnie Harlow are spotted most frequently with on Instagram and in paparazzi photos
- Spotted’s executive recommendation to Tommy Hilfiger on the partnership
The Context: Tommy Hilfiger x Hailey Baldwin and Winnie Harlow
Tommy Hilfiger announced on May 23, 2018 that supermodels Hailey Baldwin and Winnie Harlow would be the brand’s new global ambassadors for the Fall ‘18 Tommy Icons Capsule Collection. Hilfiger said in a statement, “As two of the most sought-after supermodels in the world, Hailey Baldwin and Winnie Harlow are becoming the icons of tomorrow, captivating their audiences with their powerful drive and inner fire.”
Hailey Baldwin is a 21-year-old American model and television personality from Tucson, Arizona. She is the daughter of actor Stephen Baldwin. In March 2016, Baldwin signed with IMG Models and has walked in runway shows for major brands like Moschino, Elie Saab and Dolce & Gabbana. She has also been featured in campaigns for UGG, H&M, Guess and Fendi. In May 2017, she began hosting the new TBS show Drop the Mic alongside rapper Method Man, which features celebrities facing off in a series of rap battles.
Baldwin has walked all TommyNow experiential runways since fall 2016. When asked about her new role as a brand ambassador, Baldwin said, “Fashion is how I express my individuality to the world, and Tommy Hilfiger’s designs are perfect to make bold statements. I love styling each outfit to make it my own, and I can’t wait to show fans of the brand how I infused my own twist into the Fall 2018 Tommy Icons styles.”
Fellow brand ambassador Winnie Harlow is a 23-year-old Canadian model. At four years old, she was diagnosed with the chronic skin condition, Vitiligo, which is characterized by depigmentation of portions of the skin. As a result of being bullied as a child, she has become a prominent public speaker, with her TED Talk regarding perception of beauty gaining over one million views on YouTube.
Harlow was originally discovered by Tyra Banks on Instagram and joined the twenty-first cycle of America’s Next Top Model, but was eliminated during the second week of the finals. Since America’s Next Top Model, she has been featured in numerous magazines including Glamour, Cosmopolitan, and Ebony, and has been a brand ambassador for Diesel, Swarovski, and Desigual. In 2016, she was chosen as one of BBC’s 100 Women.
In a press release announcing the partnership, Harlow said, “I’ve always believed in the power of embracing who you are and breaking conventions, so I am proud to partner with an incredible designer who truly shares this spirit. I’ve always loved the brand’s classic American cool style and I’m excited to share my favorite pieces with all Tommy Hilfiger fans.”
Baldwin and Harlow join the reputable Tommy Hilfiger family alongside supermodel Gigi Hadid and Formula One driver Lewis Hamilton, whose Tommy x Lewis collaborative collection is launching in the fall.
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Download the latest edition of The Spotted Review now to gain exclusive insights into the partnership between Tommy Hilfiger and Hailey Baldwin and Winnie Harlow.