Lucky Blue Smith and Hailey Baldwin for Tommy Hilfiger’s AW16 Campaign

Tommy Hilfiger recently released their Autumn Winter 2016 campaign starring social media darlings, Lucky Blue Smith and Hailey Baldwin. This is Lucky and Hailey’s second time fronting the brand together – the first being Tommy’s Spring campaign earlier this year.

This time around, the pair were snapped over the course of 24 hours by photographer Devyn Galindo as they ventured through the urban landscapes of Los Angeles. Gas stations, motel rooms and diners, all add to this iconic Californian milieu.




At times, the images harken back to the bohemian LA of yesteryear; a vision which is complemented by the equally nostalgic collection. Classically tailored denim combines with rugged workwear pieces to produce a youthful, carefree vibe. Masculine silhouettes are on show in the form of padded bombers, while studded belts and straight leg jeans provide a touch of rock’n’roll.



At only 18 years old, Lucky Blue Smith is a strong match for an enduring lifestyle brand like Tommy Hilfiger. He represents the all-American vision of manhood which Hilfiger has long-been associated with, while also injecting into the mix some rock’n’roll spirit.

However, Smith’s look was not the sole factor in his casting, as Hilfiger also aims to take advantage of the model’s social media reach. Back in April, Lucky put out a video asking his 2.5 million Instagram followers to enter a competition. Five winners were selected to join himself and Baldwin on set and given iPhones to document the whole experience.



These images, along with Galindo’s own candid shots of Lucky and Hailey are due to be rolled out when the collection officially launches this August. In a market already saturated by glossy images, we can expect to see more of these cross-platform campaigns which utilise social media and the stars who populate them.